The Sydney Opera House has launched its latest campaign,‘Where Inspiration Lives’, a campaign intended to communicate the possibilities and excitement children and families can experience at the world-famous performing arts centre.
To coincide with the launch of the campaign, the Opera House has signed a new two-year partnership with national screen advertising supplier Val Morgan, which will result in a ‘Where Inspiration Lives’ 60-second video being screened in Dendy, Event Cinemas, Hoyts and Palace Cinemas across New South Wales.
Launching in cinemas this Thursday, ‘Where Inspiration Lives’ follows a young girl’s imagination inside a makeshift sails-shaped cubby house as she recounts a recent trip to the Opera House to her wide-eyed younger brother.
Under the magical glow of a flashlight, they’re both transported to the Opera House where together they explore beneath the sails of Australia’s most famous building.
Along the way, the pair comes face-to-face with much-loved children’s characters Spot the Dog, One the Bear, Beep, and dinosaurs from Erth, all of whom feature in the Opera House kids’ programs past, present, and future.
The video, created by Connecting Plots and produced by Infinity Squared, was developed to promote the Opera House’s Children, Families & Creative Learning program, which aims to inspire young people of all ages and backgrounds in the arts.
Sydney Opera house director of programming, Fiona Winning said: “This campaign beautifully captures the wonder and magic of a child’s imagination.
“It’s that very same sense of wonder, awe and magic that we seek to create when people visit the Opera House.
“We are passionate about programming that inspires and delights audiences of all ages and we love this campaign’s invitation to dream, which the Opera House’s Children, Families & Creative Learning program offers.”
Winning added: “It is wonderful to have the opportunity to share this story on-screen in cinemas across New South Wales, with the support of Val Morgan.
“The Opera House is a place for everyone and partnerships like this play a vital role in broadening our reach and connecting us to diverse communities as well as highlighting the incredible experiences available beneath these famous sails.”
This new partnership will enable content to be shared through Val Morgan and VMO’s network of nearly 12,000 screens across the country, reaching 12 million Australians through its cinema and outdoor advertising networks.
Val Morgan managing director, Guy Burbidge said: “We are excited to be partnering with one of the most iconic venues in Australia, the Sydney Opera House, a brand synonymous with culture, passion and memorable experiences.
“At Val Morgan, we connect brands to the most passionate people and there is a great synergy between our audiences and those of the Opera House.
“We are thrilled to be starting this partnership journey and providing one of the most engaging platforms to launch this new brand story.
“We can’t wait to make the truly beautiful messages of the Opera House memorable to all of Australia.”
Burbidge continued: “Through our cinema and outdoor advertising networks we influence audiences in the moments that matter, engaging consumers throughout their day when they are looking to escape, achieve and explore.
“The ‘Where Inspiration Lives’ is the first of many campaigns where the Opera House will be able to reach over 12 million Australians in moments that matter.”