Currently under construction, the WSPAC (Western Sydney Performing Arts Centre) is set to open December 2019. Billed as “the Opera House of the West”, it is the jewel in the proverbial crown of current developments in Western Sydney, a formerly suburban area now experiencing a population boom and unprecedented growth, making it the focus of Sydney’s “cultural renaissance”.
Destined to change the way Sydney experiences live events, the WSPAC needed to make a splash. With that in mind, I created a new commercial vehicle for the client to promote it’s arrival by literally changing the way Sydney experiences live events, like an ad break on our FM and DAB+ Digital Radio stations.
At the client’s behest, and with all other client’s permission, we would stage a live rendition of a typical ad break during our highest rating programmes. Instead of playing 3+ recorded commercials for different clients in the ad break we instead brought in vocalists/performers from upcoming productions at the WSPAC to interpret the scripts of the commercials, live to air. The incumbent client would still get their ads to air - albeit with a musical twist - and the WSPAC would get a chance to promote itself in a truly unique way; a radio-first concept that’s set to go LIVE later this year on SCA’s Sydney FM and DAB+ Digital Radio stations on selected shows in breakfast and drive.
