Corporate partnership: The Sydney Morning Herald

 

Michael Laxton, Fairfax Media’s Chief Marketing Officer, explains why the organisation is excited to partner with Sydney Living Museums on Sydney Open 2017.

There has been a long association between The Sydney Morning Herald and SLM. Why has the Herald partnered with SLM on this iconic Sydney event?

With the Herald celebrating 186 years in 2017, it makes sense for us to celebrate the many other great Sydney institutions that Sydneysiders love and know so well.

Sydney Open is a world-class event that has become an incredibly popular – and important – fixture on the cultural calendar. We know thousands of Sydneysiders look forward to exploring the city each year, gaining exclusive access to buildings and institutions they walk past every day and have always been curious about, from Macquarie Street’s heritage treasures to the CBD’s new architectural landmarks, and as Sydney’s leading newspaper we think being part of that conversation is a natural fit. The Herald equally gives readers exclusive access to what makes our great city tick, from groundbreaking investigations to the issues that matter. This curiosity across both our audiences therefore makes the partnership truly compelling.

How important is it for a historic organisation like the Herald to work with a heritage organisation like SLM?

SLM is actively contributing to our city’s community through its curated events such as Sydney Open. The partnership is a great conduit in bringing together two leading organisations with shared values of integrity, authenticity and independence. It’s hugely important to celebrate the history and progress of Sydney as a city, and we’ve been telling this story through our pages for nearly two centuries. Bringing this to life with SLM is simply a natural extension of this storytelling for both Sydney Open visitors and Herald readers alike.

What do you think Sydney Open 2017 means to visitors to Sydney?

Audiences love to be surprised and to experience something tangible as a collective or individual experience. It’s why we go to the theatre, the cinema or a sporting event rather than watching it at home. Sydney Open taps into a curiosity about our city and our culture in a unique way. It’s got a playfulness to it, as you seek out your own adventure for a day and can really tailor the program to your own interests. I think this is why it’s such a successful event – plus who doesn’t want to have a sneak peek at places you can’t normally go!

Finally, what is your favourite SLM house or museum and why?

I absolutely love Vaucluse House. Whether it’s entertaining interstate guests for work, indulging in high tea with friends at the weekend, or simply enjoying the tranquil setting after a walk around Watsons Bay, Vaucluse House is a great, local, piece of history that’s completely accessible today. Access to heritage buildings such as Vaucluse House is one of the many reasons I love SLM and Sydney itself.


To discuss partnership opportunities, please contact Joy England, Head of Development & Fundraising, at joye@slm.com.au or on 02 8239 2433.

Portrait of man in white shirt with arms crossed.
Michael Laxton. Photo James Brickwood, Fairfax Media

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