News

Sydney Opera House deemed more esteemed brand than Australia itself

The iconic Sydney Opera House is considered internationally as a more "relevant and esteemed" brand than 'Brand Australia' itself, according to a new report by Deloitte released for the 40th anniversary of its construction (see pic below).

The Opera House, which contributes $775m to the national economy each year, where the experience of performances are valued at 38% more than ticket prices, remains the key asset in attracting tourist dollars to Australia. 

"More than half of surveyed tourists for the report from China, the US, UK and New Zealand, said the Opera House was their main reason for visiting Sydney,” according to Deloitte Access Economics partner, Dr Ric Simes, who is one of the report’s authors.

“In 2012 it drove the spending of $640 million tourist dollars in Sydney. As we identified in our recent Building the Lucky Country report, tourism is set to double in size in the next 20 years, with Asia’s expanding middle classes fuelling the growth. The Opera House is a key attraction for them and other visitors to Australia."

This year, the Brand Asset Valuator by Young and Rubicam showed that the Sydney Opera House "demonstrated great brand strength and differentiation".

Among early adopters and innovators over 40 years of age, it's considered the most distinctive brand in the country, ahead of Apple’s iPhone.

The report also found that for the same audience, "its uniqueness ranks second only to the brand of Australia itself".

However, internationally, it’s considered as more relevant and esteemed overall than the national brand: Australia itself.

“This demonstrates the critical and dynamic role Sydney Opera House plays as an aspect of Australia’s international appeal now and in the future,” stated the report.

"When we’re talking about brands, the Sydney Opera House is quite simply Australia’s best,” said Deloitte partner and chief marketing officer David Redhill.

“Forty years ago it was one of the biggest, bravest ideas we’d taken on as a nation, employing multiple new technologies and techniques, sourcing global design talent, and always likely to take a few government cycles to complete. Today, it’s repaid the faith Australia had in it; nothing else in Australia commands the same degree of universal admiration or affection as the Opera House. The brand and economic research now backs up what many Australians have known for years," added Redhill.

The report also analysed the Opera House as a digital entity. It found that the Opera House currently has a significant digital footprint, with scope for even greater digital impact in the future.

Here’s some of the key digital findings from the Deloitte report:

– The Sydney Opera House has online digital reach of 128 million, 93% of which comes through Facebook.

– Since 2009, over 600 pieces of video content have been created, from exclusive interviews, behind-the-scenes footage, live streamed and recorded full performances to the production of award-winning music video.

– In the last financial year, 4.2 million people watched video of Sydney Opera House performances online via YouTube and the House’s own Play channel.

– Based on the Deloitte research, future viewings of online performances could grow to 94 million per year.

""

SEE WHAT PEOPLE ARE SAYING

Comments are closed.

News

Travel insurance a must-have inclusion

by Kate Webster

Travel insurance is a highly competitive market, on both the price and features of policies.

Share

CommentComments

Wholesalers

Big Fat Wholesaler Wrap

by Kate Webster

The latest wholesaler news in one big fat wrap right here.

Share

CommentComments

Destinations

Australian tourism welcomes triple growth

by Kate Webster

The Australian tourism industry has welcomed a growth three times faster than the Australian economy over the year to June.

Share

CommentComments

Technology

Fighting travel fraud

Nethone aims to eliminate the burning problem of fraud that costs travel industry hundreds of millions of dollars annually.

Share

CommentComments

Wholesalers

Hurtigruten appoint Bentours as GSA

by Kate Webster

Hurtigruten’s new partnership with Bentours is to facilitate the rapid expansion of the expedition cruising and coastal voyages product.

Share

CommentComments

Travel Agents

Flight Centre profits down amid challenging environment

by Kate Webster

The challenging global environment has been attributed to the travel group’s net profit of $244.6 million.

Share

CommentComments

Destinations

Walk your way through history in NSW

by Kate Webster

NSW offers a multitude of walking experiences which showcase the fascinating history and natural beauty of the State.

Share

CommentComments

Aviation

Big Fat Airline Wrap

by Kate Webster

Blondes on board with Air Asia, Emirates adds services and new baggage rules for Cathay Pacific.

Share

CommentComments

Destinations

Discover more with &Tokyo campaign launch

The new branding campaign for Tokyo will target the luxury and the family markets.

Share

CommentComments

Midweek Interview

Midweek Interview: Catherine Marshall, Senior Sales Executive NSW, TravelCube

If Catherine Marshall from TravelCube could be anyone for a day, it would be Beyonce performing in NYC.

Share

CommentComments

Hotels

Booking.com opens Brisbane digs

by Kate Webster

Brisbane is the third office Booking.com has opened in Australia.

Share

CommentComments

Aviation

AirAsia X posts 6.5 mil second quarter profit

by Kate Webster

AirAsia X Berhad has recorded a historic first ever profit for the second quarter since initial public offering (IPO).

Share

CommentComments