Our Way 1
ABBA VOYAGE TEXT RICKARD HALLING LINDHOLM PHOTO A
BBA VOYAGE AND OCEANBIRD HIT THE RIGHT NOTE The ABBA Voyage concept has proved to be a huge success not only from a technological perspective, but for the local economy too. And the partnership with Oceanbird has proven to be a similar success. T he partnership between Oceanbird and the ABBA Voyage shows in London, where ABBA “perform” as digital avatars in a tailor-made arena, has resulted in unprecedented publicity and a marked uptick in recognition for the Oceanbird project. Equally as gratifying as the success of the shows themselves is the effect the project has had on the local economy. According to the external and independent study “ABBA Voyage, Economic Impact & Social Value Assessment” by strategists Sound Diplomacy and social value consultancy RealWorth, in its first year, the series of concerts at the 3,000-seat venue contributed £322.6 million in spending and £177.7 million in extra economic activity – known as GVA (Gross Value Added). WITH MORE THAN one million ticket sales in its first 12 months, ABBA Voyage swiftly became the capital’s sixth most visited paid attraction in 2022. Which is music to the ears of the surrounding London boroughs 22 OUR WAY 1/2024