How the Sydney Opera House hit the right note on digital

John Davidson

The Sydney Opera House is a global icon, known across the world and around Australia. A unique destination, it has to not only give to the community but to get the community to transact with it, said the Sydney Opera House's Victoria Doidge.

Doidge, director for marketing, communications and customer services, was speaking at ad:tech 2013 in Sydney, Australia. Built in 1973, the city's Opera House is not only a multi-venue performing arts venue, but is also a must-see tourist destination and an Australian landmark.

Doidge and her marketing department were tasked with a project of expanding the brand's reach and relevance, at the same time promoting its array of world-class events. They turned to digital marketing to achieve their goals.