Opera House Embarks on Digital Transformation with Adobe

Unprecedented partnership brings together creative leaders as part of Decade of Renewal; technology at the heart of digital transformation to enhance Sydney Opera House experience SYDNEY - March 1, 2016 - The Sydney Opera House and Adobe (Nasdaq:ADBE), a leader in both creative and marketing solutions, today announced a two-year major partnership that will underpin the Opera House's digital transformation.

The Adobe Marketing Cloud, the most comprehensive set of digital marketing solutions, will allow the Opera House to engage more flexibly and effectively with audiences and visitors across web, email, mobile apps and social channels. The new tools round out the Adobe suite for the Opera House, which continues to use Adobe's Creative Cloud across a range of design-led projects.

Each year more than 8.2 million people visit the Opera House, Australia's number-one tourist destination and one of the world's busiest performing arts centres. For many, their Opera House experience starts on a screen. Some will only visit virtually, others are planning their first visit inside the sails, their next seat at a performance, or an unrivalled dining experience. In each case, the partnership will harness the power of the Adobe Marketing Cloud and creative tools to create and deliver a more timely, seamless and inspiring experience.

Sydney Opera House CEO Louise Herron AM said, Innovation is part of the Sydney Opera House's DNA. This partnership is about much more than simply implementing a new marketing solution; it represents a true collaboration to realise the full potential of Adobe's technology across the Opera House and our digital visitor experience.

Our founding Act charges us with innovation and when the Opera House was opened in 1973, it was ground-breaking in every sense. Renewal is about taking that same approach to ensure this World-Heritage-listed masterpiece of human creativity continues to evolve for future generations - from the building and the art performed on its stages to the experience we offer visitors.

It is wonderful to be able to welcome Adobe to our family of technology partners to be part of that reinvention.

The Opera House partnership is a significant step for Adobe. Beyond the adoption of Adobe's Marketing Cloud alongside Creative Cloud, the Opera House will become the venue for flagship activations and events hosted by Adobe beneath the famous sails to showcase how creativity, technology and the performing arts are reaching new heights in the digital era.

Adobe Asia Pacific President Paul Robson said, Sydney Opera House is an icon of creativity and Adobe is the creativity company, so the synergy between our brands is unique. Adobe is delighted to be working with Sydney Opera House on its journey of reinvention.

We live in a time where brand interactions are both physical and digital. Creating an exceptional customer experience across all touchpoints is everything and the Adobe platform will help the Sydney Opera House to engage with audiences and visitors on a level that has never before been possible. I look forward to seeing how new innovations in digital, along with creativity, can deliver amazing experiences for Sydney Opera House audiences and visitors not just in Australia but around the world.

Sydney Opera House

The Opera House is a masterpiece that belongs to all Australians. It is the country's number one tourist destination and its busiest performing arts centre, welcoming more than 8.2 million visitors a year on site and hosting 1,900 performances attended by 1.45 million people. Deloitte has estimated the total social asset value of the Sydney Opera House to Australia at $4.6 billion. On its 40th Anniversary in 2013, the Opera House embarked upon a Decade of Renewal to prepare it for future generations of artists, audiences and visitors.

About Adobe Systems Incorporated

Adobe is changing the world through digital experiences. For more information, visit www.adobe.com.

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