Opera House Embarks On Digital Transformation Alongside Adobe

The Sydney Opera House and Adobe have kicked off a fresh two-year major partnership that will help transform the Opera House into a digital powerhouse.

The Adobe Marketing Cloud plans on giving the Opera House more opportunities and flexibility to engage with audiences and visitors, from online and through emails to mobile apps and social channels.

The new tools round out the Adobe suite for the Opera House, which continues to use Adobe’s Creative Cloud across a range of design-led projects.

The partnership was born out of the fact that over 8.2 million people visit the Opera House every year, and for many their first touch point is on a screen.

Some will only visit virtually, others are planning their first visit inside the sails, their next seat at a performance or a unique dining experience. In each case, the partnership will harness the power of the Adobe Marketing Cloud and creative tools to create and deliver a timely, seamless and inspiring experience.

Beyond the adoption of Adobe’s Marketing Cloud alongside Creative Cloud, the Opera House will become the venue for flagship activations and events hosted by Adobe to showcase how creativity, technology and the performing arts are soaring in the digital era.

“We live in a time where brand interactions are both physical and digital. Creating an exceptional customer experience across all touchpoints is everything and the Adobe platform will help the Sydney Opera House to engage with audiences and visitors on a level that has never before been possible,” Adobe Asia Pacific president Paul Robson said.

“Sydney Opera House is an icon of creativity and Adobe is the creativity company, so the synergy between our brands is unique. Adobe is delighted to be working with Sydney Opera House on its journey of reinvention.”

Sydney Opera House CEO Louise Herron AM added, “Innovation is part of the Sydney Opera House’s DNA”.

“This partnership is about much more than simply implementing a new marketing solution; it represents a true collaboration to realise the full potential of Adobe’s technology across the Opera House and our digital visitor experience.

“Renewal is about taking that same approach to ensure this World-Heritage-listed masterpiece of human creativity continues to evolve for future generations – from the building and the art performed on its stages to the experience we offer visitors.”

In the image: Adobe Asia Pacific President Paul Robson & Sydney Opera House CEO Louise Herron AM. Credit Prudence Upton

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