How did the Sydney Opera House break away from its legacy web system and build a powerful video marketing strategy?

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The Sydney Opera House is not only an international landmark, but also one of the world’s busiest performing arts centers and one of Australia’s top tourist destinations. With 8.2 million visitors and over 2,000 performances a year, the building has “changed the image of the entire country,” according to architect Frank Gehry.

However, even as its fan network spread around the world, the Opera House continued to operate on legacy systems for the past decade. In other words, online and marketing were unable to live up to the role of this magnificent building.

In 2015, the Opera House embarked on a major digital transformation project that included a website redesign and a reimagined publishing workflow, laying the groundwork for a content and marketing strategy that would take video to the next level. This major shift led to a complete Brightcove integration of the Opera House’s digital stage, transforming its video strategy and user experience.

## A Dynamic Duo of Art and Technology

Video marketing and art are a powerful combination, but many organizations are only just beginning to take advantage of it.

Until the site was redesigned and its digital footprint rebuilt in 2015, the Opera House’s decade-old website was slow and outdated, and it couldn’t play video or other content well. The transformation process and its partnership with Brightcove have made it easier for the Opera House to publish video and feature it more prominently as part of its revamped digital marketing strategy.

With 40 events each week, including live music and comedy, concerts, talk shows and tours, as well as a variety of dining experiences, the Opera House had a huge marketing opportunity. Brightcove and its components simplified the video workflow process, greatly improved the look and feel of the content And it has taken engagement to a new level. With Brightcove, the Opera House has been able to reach audiences around the world and experiment more with video to transcend cultural and language barriers. Here are some examples

– Hero Video – The hero video is a showpiece of the Opera House’s current theme and is used as a visual montage to invite and encourage exploration within the website. The dynamic background allows for a richer experience of visual cues, which in turn leads to increased engagement and discovery.

– Event Promotion – Video is a medium for engagement for the Opera House. Teaser videos and video clips promote local subscription performances and special events. The Opera House team can now use Brightcove analytics to better understand the reach and effectiveness of their videos.

– Improved Workflow – The Opera House’s new Adobe Content Management System is fully integrated with Brightcove using the Adobe Experience Manager Connector. This deeper integration has improved management of the vast video library, simplified workflow and accelerated video publishing.

## Building the Opera House’s Digital Future

As digital transformation continues to progress without a hitch, the Opera House is looking to the future. With a calendar full of events and experiences, the inspiration for creating videos that powerfully communicate compelling stories directly from Australia’s famous landmark is endless.

The team at the Opera House is actively expanding its video marketing strategy to create more immersive customer experiences and increase traffic for both digital and physical visitors. Brightcove will continue to work with the Opera House to deliver dynamic digital experiences and explore new ways to engage with millions of fans and visitors on the world stage.

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