Singing a new tune: Samsung splashes big to partner Opera House

By Damian Francis | 12 April 2013
 

Samsung has signed a seven figure deal with the Sydney Opera House to become its principal partner. It is the most the electronics giant has ever splashed on the arts in Australia and will help bring opera to the people via Samsung phones, apps and technology.

The firm will deploy a raft of kit - including interactive digital display screens and mobile devices - in and around the Opera House including ‘live sites’ that will allow people to experience the Opera House culture throughout the landmark’s precinct.

The Opera House and Samsung will collaborate on a multimedia education facility for people to explore the art created at the Opera House in new ways. However, Samsung admits the project is a long term prospect.

The partnership’s official debut will begin with a social media competition that will result in images sent in by the public projected onto the sails of the Opera House on the night of 23 April which also coincides with the launch of the highly anticipated Galaxy S4 smartphone. But it is all very cultured: No Samsung logos will be present on the landmark’s sails.

“We’re thrilled to be the first ever principal partner of the Opera House,” Arno Lenior, marketing director for Samsung Electronics Australia told AdNews.“It’s an amazing opportunity for us to bring our innovation and technology to the table to transform the visitor experience as well as create a virtual presence so that people all around the world can access the Opera House with our technology. We could, for example, create live sites around the Opera House precinct for sold out performances and through apps we can provide people the opportunity to see those shows and backstories as well no matter where in the world they are.”

“The partnership is in every sense about the next generation of the Opera House,” Louise Herron, chief executive of the Opera House said in a statement. “It is our mission to welcome, engage and inspire people through the quality, breadth and ambition of what we offer. I am thrilled that on the eve of our 40th anniversary in October, Samsung, an international brand which shares our focus on creativity, excellence and innovation, has partnered with us to enhance people’s experiences of the Opera House and to help us cater to new generations of visitors through new generations of technology.”

The Opera House partnership will play a large role in the launch of the highly anticipated Galaxy S4 smartphone, successor to the extremely successful Galaxy S3 launched last year. Beyond “planning for a very successful launch,” Lenior would not be drawn on further marketing plans for the S4.

Other major partners of the Opera House include Google, Etihad and MasterCard.

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