Charmaine Moldrich: All Bets Are Off When It Comes To Our Opera House

Charmaine Moldrich: All Bets Are Off When It Comes To Our Opera House
SHARE
THIS



In this opinion piece, Outdoor Media Association (OMA) CEO Charmaine Moldrich (pictured below) tackles the great Opera House debate.

OMA20160922_0139_Charmaine-Moldrich-e1494409045399-1004x1024

Birthed in controversy 45 years ago, the famous white sails of our Opera House have again found themselves at the centre of heated debate, as politicians, radio presenters and those charged with protecting our cultural heritage weigh in on the promotion of the nation’s most expensive horse race.

With social media feeds dominated by the discussion, and over 230,000 people signing a petition over the weekend to stop the projection onto the sails, the line in the sand has been drawn.

On one side, those who believe the Opera House sails are the best way to promote iconic events; on the other, those who believe the sails should stand unadulterated in their elegance as the very symbol of our harbour city.

The Committee for Sydney has just released Sustaining the Advantage, benchmarking Sydney’s performance in 2018 in comparison to 33 global cities, to help business and government plan the city’s future growth.

The committee found that Sydney is ‘middle of the pack’ when it comes to defining our brand, crafting our image and exerting our influence, despite being the highest profile city in the Southern Hemisphere.

Perhaps this is the moment we’ve been waiting for?

Let’s grasp this opportunity to create a distinct narrative and define ‘Brand Sydney.’ We need to tell our story, not sell it to the highest bidder.

After all, it takes years to build a brand, but it can be damaged in the blink of an eye. A cultural icon like the Sydney Opera House is a building of international significance and a recipient of World Heritage status.

It is a building worthy of respect and one that is entitled to retain its artistic integrity.

Louise Herron, CEO of the Opera House is right – the Opera House is not a billboard.

High visibility and impact are available throughout our fine city using out-of-home advertising, and dare I say, for a lesser price than our integrity.

What is clear is that they both play a role in building a brand – the Sydney Opera House tells the story, billboards sell a story, and in this case, they are mutually exclusive.

The Opera House has and can continue to be a canvas for a variety of beautiful images that reinforce its status as a cultural icon, but it is surely a sign that ‘all bets are off’ that we would even consider the Everest cup to be something that could add value to those graceful sails.

Please login with linkedin to comment

Charmaine Moldrich OMA opera house Outdoor Media Association

Latest News

The Key To Understanding Your Competitors
  • Opinion

The Key To Understanding Your Competitors

Suzzanne Laidlaw (pictured below) is an internationally accredited business coach, global leader in business planning and author of the new book, “What’s Your Plan?”. In this guest post, Laidlaw argues that examining your competitors might be just as important for post COVID-19 success as examining your own… The industries around you are always changing, new […]

Opinion

by B&T Magazine

B&T Magazine
George Savvides Appointed As SBS Chair
  • Media

George Savvides Appointed As SBS Chair

SBS has appointed George Savvides AM as the new SBS Chair, as announced by the Minister for Communications, Cyber Safety and the Arts for Communications, Paul Fletcher MP, today.  SBS Managing Director, James Taylor; said: “On behalf of the Board and SBS, I’d like to congratulate George on his appointment. Since being appointed as Deputy […]

Tasmanian Paper Rejigs Aussie Map, Moving Victoria Off The Mainland
  • Media

Tasmanian Paper Rejigs Aussie Map, Moving Victoria Off The Mainland

Tasmania’s Hobart-based Mercury has decided to rearrange the Australian map by moving itself onto the mainland and pushing Victoria off. As Victoria’s rise in COVID-19 cases continues, the Tassie newspaper decided to take matters into its own hands and physically banish the state, placing Tasmania between South Australia and NSW instead. Rivalry between Australian states […]

by B&T Magazine

B&T Magazine
QUT Launches Refreshed ‘Real World’ Campaign Via BCM
  • Campaigns

QUT Launches Refreshed ‘Real World’ Campaign Via BCM

QUT’s long-term partner BCM has developed brand and student recruitment campaigns for the university for the past 19 years, featuring real student stories about their QUT experiences and real-world success as graduates. But what makes this year different? To reflect QUT’s vision for 2020, BCM has revisited the ‘classic’ QUT graduate success story formula, but […]

Big Brother & Kargo Team Up In Market-First Branded Takeover Ad
  • Technology

Big Brother & Kargo Team Up In Market-First Branded Takeover Ad

To coincide with the launch of Seven’s Big Brother, creative performance company Kargo has announced the findings of its launch campaign for the program, utilizing the advertising industry’s only mobile, 100% share of voice Branded Takeover solution. Working with a variety of publishers, Channel 7 harnessed Kargo’s Branded Takeover campaign during promotion for the new […]

Stateside Sports Selects Emarsys For CDP Technology
  • Technology

Stateside Sports Selects Emarsys For CDP Technology

Stateside Sports, Australia’s home of United States sports lifestyle, has partnered with Emarsys, the only omnichannel customer engagement platform built to accelerate business outcomes, as it looks to double its customer database and retail presence within the next two years.