Sydney Opera House pushes into branded content

The Opera House is to created a branded content property intended for platforms including online, TV and mobile.

Marketing and communications director Victoria Doidge told Mumbrella that she had asked agencies to pitch for a TV campaign, but agency Three Drunk Monkeys had come back with a bigger idea.  

She said: “They came back with a branded content idea around the democratisation of creativity.” She described it as “a cool concept that is a call to arms for the creative industries.”

As well as making ads, Three Drunk Monkeys has developed TV shows including adland comedy 30 Seconds with Zapruder’s Other Films and My Family Feast.

Doidge said: “It’s my belief that brands won’t talk about advertising in five years time, they will only talk about content. We would be crazy not to leverage the content that we have access to.”

The Sydney Opera House is a major marketing operation it its own right. It has a marketing budget of $10m along with partnerships with the likes of Foxtel, SBS, JCDecaux, APN Outdoor and Fairfax. It also has an agreement with new arts channel Studio to use the Opera House as a preferred filming venue.

Sydney_Opera_House_Play mumbrellaThe Sydney Opera House is already experimenting with making content available online, with a beta edition content section on its website called Play.

As well as announcing Three Drunk Monkeys for the branded content, which will come to fruition towards the end of the year, Doidge said that Moon Communications Group will collaborate on brand strategy and advertising campaigns.

She said: “Moon are leaders in brand identity and their influence is indelibly reflected in leading Australian brands such as Westfield, Jetstar and Westpac. Their strategic and analytical approach to expressing brand personalities will be critical for us in both taking our stakeholders on our brand journey and ensuring we maximise returns across our multiplicity of spends”.

Three Drunk Monkeys CEO Mark Green said: “Sydney Opera House does not have an issue with brand awareness. However the breadth and diversity of activities at the House is not recognised by locals. It’s our job to position the House as a place of contemporary culture as well as the high arts. ”

Sydney Opera House also works with Razor for media planning and buying and Tequila for digital.


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