IN ITS latest push in the digital realm Tourism Australia is partnering with YouTube to support the second YouTube Symphony Orchestra, which will travel to Australia in 2011.
The announcement follows the successful YouTube Symphony Orchestra event in 2009 which saw 90 musicians from 30 countries play a sold-out performance at Carnegie Hall in New York, US, as well as attracting 25 million views from 226 countries to the Symphony Channel.
Tourism Australia managing director Andrew McEvoy said Tourism Australia was delighted to be supporting YouTube in this exciting initiative.
“Tourism Australia is leading the way in digital marketing to promote Australia around the world as a travel destination and this partnership is a perfect fit with our activities,” he explained.
“While TV, print and cinema advertising remain important, our organisation has long been at the forefront in promoting Australian holidays in the digital space – and we continue to explore new opportunities for taking our tourism message to the world.”
The partnership with YouTube offers an opportunity to further expand Tourism Australia’s presence online to demonstrate why ‘There’s Nothing Like Australia’ in a very engaging and innovative way.
Tourism Australia will support the YouTube Symphony Orchestra 2011 initiative through its global public relations activities such as the international media hosting and visiting opinion leader programmes. The musicians selected for the YouTube Symphony Orchestra 2011 will be invited to a week of rehearsals and master classes at an orchestra and summit at Sydney Opera House on March 20, 2011, culminating in a performance conducted by Grammy Award-winning conductor Michael Tilson Thomas. The performance will also be streamed live globally.