When it opened in October 1973 the Sydney Opera House instantly gained worldwide recognition as an architectural icon. Now, 30 years on, it's trying extend its brand power on the Internet.
What to some seemed like an overnight success for the Opera House was in fact 16 years in the making, following architect Jorn Utzon's winning bid in January 1957.
But when it came to constructing its Web site, fast changing technology did not give this Australian icon the luxury of time. Moreover, the brand the Opera House had created for itself in the bricks and mortar world meant the site had a big reputation to live up to.
Change of address
It didn't come easily at first. But, now showing off its second attempt at a Web site, the Opera House isn't shy in asking for a standing ovation.
While many people could tell you where to find its physical location, until recently, the Opera House's virtual location remained relatively well hidden.
Launched in 1998 at www.soh.nsw.gov.au the Web site was hard to find for first-time visitors.
Yet, Jane Glasson, marketing coordinator and a member of the Opera House's Web strategy team, says the Opera House's international status meant its site still got a sizeable number of hits.
She admits the site's primary purpose was to serve as an information and promotional tool--providing visitors with information about performances, guided tours, performance packages, restaurants, and retail outlets.
How do they do it? Unfortunately for those e-commerce companies looking for tips, a lot of the Opera House's online success has to do with its offline status.
Glasson explains that, "the Sydney Opera House is in a unique position regarding the range of competitors as our business encapsulates the performing arts and the tourist icon".
Moving house
A couple of months ago Sydney Opera House moved to its new address--www.sydneyoperahouse.com.
Michael Lynch, chief executive of the Opera House, hopes the new Web address will not only make the site easier to find, but also increase sales.
"When you think of who traditionally comes to the Opera, you think of people living in Sydney's eastern suburbs," Lynch says. "But we offer much more than Opera here.
"With our Web site easy to find, people from all over the world, as well as Australia can discover what we have on offer."
Lynch sees developing and promoting the Opera House's Web site as part of its drive to gain the widest possible audience.
