News

Tourism Australia’s Opera House YouTube initiative

YouTube_symphonySydney Opera House is emerging as the focal point for Tourism Australia’s key activities in the coming months.

Weeks after announcing a deal to bring Oprah Winfrey to Australia with shows being recorded at the Opera House, the building will also be at the heart of a major YouTube initiative.

The YouTube Symphony Orchestra will see musicians around the world recruited via the video sharing site for a performance at the Opera House in March 2011.

The initiative is the second YouTube Symphony Orchestra event. The first, at Carnegie Hall in the US, drew global headlines, and 25m views.

The deal also underlines the increasing emphasis being given by Tourism Australia to digital marketing.

MD Andrew McEvoy said: “Tourism Australia is leading the way in digital marketing to promote Australia around the world as a travel destination and this partnership is a perfect fit with our activities. While TV, print and cinema advertising remain important, our organisation has long been at the forefront in promoting Australian holidays in the digital space – and we continue to explore new opportunities for taking our tourism message to the world.

Tourism Australia has been pushing hard with its YouTube presence. Recent initiatives have included its Trip In A Minute videos created by The Conscience Organisation. This one has already picked up more than 350,000 views:

And Tourism Australia has also been uploading “friends of Australia” videos with personal recommendations from prominent supporters:

ADVERTISEMENT

Get the latest media and marketing industry news (and views) direct to your inbox.

Sign up to the free Mumbrella newsletter now.

 

SUBSCRIBE

Sign up to our free daily update to get the latest in media and marketing.