Samsung offers chance to get photo on Sydney Opera House sails as part of sponsorship deal

Aussies will be able to get their photos on the sails of the iconic Sydney Opera House as part of a new competition to tie in with Samsung  becoming principal commercial partner of the Australian landmark.

Samsung Sydney Opera House (mock up)

The multi-million-dollar, three year deal is the largest ever for the Opera House and also consumer electronics company Samsung’s  largest arts sponsorship. As part of the deal, Samsung will provide technology support.

Minister for tourism, major events and the arts, George Souris said: “The introduction of Samsung’s technological expertise to one of the world’s most recognised and celebrated buildings will greatly enhance the visitor experience to the Sydney Opera House with the innovation of live sites. This will take functionality of the Sydney Opera House to another level.”

To coincide with the deal Samsung and the Sydney Opera House have launched a competition that is designed to “hand the Opera House sails over to the public for the first time” by allowing people to submit their images of life in Australia which will then be projected on the sails of the iconic landmark.

As part of the campaign, a joint effort by Edelman, digital agency Amnesia Razorfish, Samsung and the Sydney Opera House, who have launched a new Samsung microsite where Australians can submit their photos. The carefully selected photos will then be posted on the sails of the Opera House to coincide with the launch of Samsung’s new Galaxy S 4 mobile phone on April 23.

Samsung site

Screen shot of the new competition website

Samsung Electronics’ Australia marketing director Arno Lenior said: “The potential audience for all the Opera House’s incredible work is every Australian in the country. We want to help make this a reality. At Samsung we passionately believe technology can better people’s lives, and bringing the Opera House’s best in class arts and education content to more Australians than ever is our ultimate goal with this sponsorship.”

Louise Herron Sydney Opera House’s CEO, said: “I am thrilled that on the eve of our 40th anniversary in October, Samsung has partnered with us to enhance people’s experiences of the Opera House and to help us cater to new generations of visitors through new generations of technology.”

Nic Christensen


  • Creative: Edelman, Amnesia Razorfish, Samsung, Sydney Opera House
  • Public relations and social media outreach: Edelman
  • Digital activation: Amnesia Razorfish

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