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2010 Corporate Media Release - Sydney Opera House appoints new agencies

Media Release: Wednesday 30th June, 2010

Sydney Opera House appoints award winning agencies Three Drunk Monkeys and Moon Communications Group

Sydney Opera House today announces the appointment of Three Drunk Monkeys to work on the development of branded content and Moon Communications Group to collaborate on brand strategy and advertising campaigns.

With more than 7.4 million visitors a year, Sydney Opera House is one of the world’s most recognised entertainment and tourism brands.  Approximately 1.6 million people enjoy a performance or tourism experience annually with millions more visiting the onsite shops, bars and restaurants.

Sydney Opera House’s brand is steeped in the values of creativity and courage that reflect its genesis under master architect Jørn Utzon. The appointment of Moon will ensure the company’s 200 unique marketing campaigns per annum work synergistically in the market to continue to extend the brand’s allegiance in the community.

Sydney Opera House Marketing and Communications Director Victoria Doidge, 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”.

Moon Communications Group CEO Anouk Darling added,

“We are so proud to work with one of Australia’s most loved brands. The House’s role in the community is all about inspiring the imagination in all of us. What better project for a creative team to work on?”

Presenting approximately 40 shows a week featuring some of the world’s greatest artists, Sydney Opera House is uniquely positioned to take a leadership role in the evolution of advertising to branded content said Doidge,

“We are excited to be working with Three Drunk Monkeys to create a brand campaign that captures the essence of Sydney Opera House. The Monkeys responded to our brief for a TV and broadcast identity kit with a cool concept that is a call to arms for the creative industries. They are innovative leaders in the development of branded content in both the digital and broadcast environments and with their fresh approach and ideas we hope we will extend our brand relevance.”

Three Drunk Monkeys CEO Mark Green says this uniquely creative opportunity will have global appeal,

“Sydney Opera House does not have an issue with brand awareness - research demonstrates that some 4 billion people recognise the sails, which makes it the most recognised Australian symbol worldwide. 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 has a marketing budget of approximately $10m including some $3m in marketing and media partnerships with the likes of Foxtel, SBS, JCDecaux, APN Outdoor and Fairfax. It also works with Razor for Media Planning and Buying, Tequila for digital design and Inside Story for research.

For further information and interview opportunities contact:
Steven Reilly /02 9250 7411 / 0434 148 504 /

About Sydney Opera House
In giving the world one of the 20th century’s greatest buildings, Jorn Utzon changed the creative and cultural landscape forever. Sydney Opera House is committed to continuing the legacy of Utzon’s creative genius by creating, producing  and presenting the most acclaimed, imaginative and engaging performing arts experiences from Australia and around the world; onsite; offsite and online. As the creative and cultural flagship of Australia, Sydney Opera House is the place where imagination takes you.

About Three Drunk Monkeys
Three Drunk Monkeys creates entertaining and innovative ideas that build brands and businesses. They’ve been called an ad agency, a collective, a branded content company, the business model of the future and a bunch of dreamers. They plan, write, direct and design projects including but not limited to ads, short films, websites, books, webisodes, and TV shows.  Three Drunk Monkeys clients include Foxtel, Parmalat, Telstra, Fox Sports, UBank, Yahoo!7, Austar and many more.

About Moon Communications Group
Moon Communications Group is part of STW Group, Australia’s leading marketing content and communications services group.   Moon specialises in delivering creative brand, retail, advertising, digital and interactive solutions.


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