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Deloitte to offer its people a ‘virtual’ share of the Sydney Opera House


9 December 2013:  With 70% of its people ‘digital natives’, professional services firm Deloitte said today it was offering its people the opportunity to share in Australia’s great icon – the Sydney Opera House – virtually.

The move follows the launch earlier today of the Sydney Opera House’s Own Our House campaign. The initiative invites people to express their support for the Opera House and invest in its decade of renewal by purchasing a ‘virtual’ tile and is expected to further raise community awareness of the icon’s national and global status as a cultural and economic asset.

Deloitte said it would be asking its 6000 people, 70% of whom are under the age of 30 and classified as ‘digital natives’, to pass on the word via their social networks to friends and contacts across the country, and around the world.

Deloitte is also the Sydney Opera House’s ‘ideas partner’ and believes the initiative is in keeping with its own focus on thinking at the edge.

In October, the Sydney Opera House and Deloitte released a ground breaking report, How do you value an icon? The Sydney Opera House: economic, cultural and digital value which found the icon was one of Australia’s most highly valued assets and an international calling card.

Key points from the report include:

  • The Sydney Opera House contributed $775 million to the national economy every year and has a cultural and iconic value of $4.6 billion
  • The venue and performances are worth 38% more than ticket sales, for a total consumer value of $125 million a year
  • The intangible cultural, iconic and national identity value perceived by all Australians – representing ‘non-use’ values, not just its value to those that attend performances - is worth $2.1 billion over the next 40 years (as a 40-year present value)
  • In 2012, the Sydney Opera House drove the spending of $640 million tourist dollars in Sydney.

Commenting on the Own Our House campaign, Deloitte CEO Giam Swiegers said: “The Sydney Opera House’s iconic status is indisputable and Deloitte is a very proud partner in this 40th anniversary year.

“With great foresight, it is celebrating its past but also looking to its future to ensure it remains as relevant and accessible to future generations as it is today.

“The concept behind the Own Our House is truly innovative and really resonates in terms of giving people a virtual, but also very concrete, opportunity to be part of the building’s future.”

Deloitte Partner and Chief Marketing Officer David Redhill said the firm’s relationship with the Sydney Opera House began earlier this year when it became Presenting Partner of the Opera House’s Ideas at the House.

“With a commitment to innovation and fresh thinking, Deloitte is a logical partner of the Sydney Opera House,” he said.

“Many Australians already feel very connected to, and have some sense of ownership over this national icon. Own Our House gives people a tangible way of taking a stake in this work of art and Australia’s greatest brand.

“We are supporting the Opera House to understand and maximise its value and, in keeping with this partnership, we are promoting the Own Our House campaign to our more than 6000 people.

“Many of them are very well connected digital natives, and by asking them to also pass on the word via their social networks, we expect that word to spread very far and very wide.”

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David Redhill
Deloitte Australia
Job Title:
Chief Marketing Officer, Partner
+61 (0) 2 9322 7494
Simon Rushton
Job Title:
National Manager Corporate Affairs and Communications
Tel: +61 2 9322 5562; M: +61 450 530 748




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