Tourism Australia’s Opera House YouTube initiative
Sydney 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:
Interesting to see if Qantas undertakes a similar initiative to United Airlines to support the Oprah visit: http://nycaviation.com/2010/11.....nfrey-757/
User ID not verified.