Delivering tailored cultural experiences across events drives record success
Sydney, 6 December, 2024 – Qudos Bank Arena, owned by TEG and Managed by ASM Global, Australasia’s largest and most diverse indoor entertainment Arena, has revolutionised its approach to the delivery of customised and inclusive experiences for multicultural audiences with the assistance of leading multicultural agency, CulturalPulse. Together, they are setting a new standard in audience engagement through segmented marketing strategies and culturally customised communications, targeting Australia’s growing and diverse diaspora communities.
Why has Qudos Bank Arena pivoted to become a ‘venue of choice’ for multicultural patrons?
- Ticket prices for multicultural acts are on average higher than the Arena’s overall average for concerts.
- Multicultural events account for 14% of Qudos Bank Arena’s concert performances, with acts like aespa, Joker Xue, and Diljit Dosanjh attracting high-value audiences.
- Multicultural events make up 4 of the top 10 concerts by average ticket price, yet NPS scores tracking customer satisfaction for these events were found to be lagging as much as 90% below average.
- Food and beverage options were not meeting diverse tastes with spend at multicultural events was 65% lower than the average across all events.
Addressing the challenge through a culturally customised pilot
In response, Qudos Bank Arena and CulturalPulse launched a strategic program to enhance audience engagement through a mix of customised communications and segmented marketing, driving deeper connections with culturally specific communities. This includes adapting event experience communications and customer service staff that align to multicultural audiences, direct engagement with cultural leaders and influencers for corporate hospitality offerings, and customer service messaging into the primary languages of key audience groups, such as Mandarin, Hindi, Korean, and Punjabi.
Terrence Trujillo, Director of Commercial, Qudos Bank Arena, said: “By collaborating with CulturalPulse, Qudos Bank Arena has enhanced its multicultural event offerings, ensuring an inclusive and exceptional experience for diverse audiences. Our tailored communications, services, and products now better meet the unique needs of multicultural customers, fostering a welcoming environment for all.”
Steve Hevern, General Manager, Qudos Bank Arena said: “Qudos Bank Arena has recently celebrated 25 years of delivering diverse and exciting content to the community. In recent years we have been thrilled to welcome new and diverse audiences that have been in attendance for multicultural events, reflecting Sydney’s growing status as a vibrant, international city. To meet the evolving needs of these customers, we are committed to providing tailored services that ensure an exceptional experience for all who visit the Arena.”
Kate Watson, Marketing Manager, TEG Live said, “TEG Live would like to recognise Qudos Bank Arena for its exceptional commitment to engaging with multicultural audiences and supporting inclusivity in the entertainment sector. During our collaboration on the aespa: Synk Parallel Line tour, the team exhibited a strong dedication to creating an inclusive experience for all K-POP fans. They proactively worked with a specialist agency to broaden the reach and engagement of our ticket sales campaign, effectively connecting with diverse multicultural audiences, and showcasing the universal appeal of K-pop. We look forward to partnering with the Qudos Bank Arena team on future events that celebrate diversity and highlight the power of music in bringing people together.”
Customising communications for maximum impact
Through the collaboration with CulturalPulse, Qudos Bank Arena has already implemented a range of tactics to address the needs of its multicultural audiences, including:
Community engagement and Corporate Partnerships: Qudos Bank Arena has hosted prominent members of the multicultural business community in corporate suites, introducing them to the Arena’s offerings, which has led to new corporate relationships and opportunities for future event sponsorships.
- Segmented marketing campaigns: Targeted digital marketing strategies for each cultural segment, driven by key insights have been innovative in the field and resulted in higher positive sentiment for ticket holders. For example, 86% of aespa attendees found translated newsletters “Helpful” and “Culturally Inclusive”, compared to 58% of Arijit Singh attendees. Food options were more widely consumed at the Arijit Singh event (52%) than aespa (36%), despite lower awareness at the latter. While QR codes had limited usage, 89% of aespa attendees found them “Helpful”, and 75% rated them as “Culturally Inclusive”. These campaigns enhance engagement and inclusivity across diverse audiences.
- Targeted and audience-led media approach – Utilising the CulturalPulse media and amplification network, the marketing campaign that reached Korean audiences led to 2,134 clicks to the website and increased ticket sales by 43% in 4 weeks.
- Tailored food and beverage offerings: Culturally specific menus, such as the Indian Tasting Box, which sold over 1,173 units at Arijit Singh’s concert, marking an 81% increase in sales compared to previous Indian events.
- Bi-lingual customer service and content: In-language customer service representatives were deployed at key multicultural events, and bi-lingual video content with subtitles was produced to ensure seamless communication with audiences from diverse backgrounds.
Customising communications for maximum impact
Through the collaboration with CulturalPulse, Qudos Bank Arena has already implemented a range of tactics to address the needs of its multicultural audiences, including:
- Segmented marketing campaigns: Targeted digital marketing strategies for each cultural segment, driven by key insights have been innovative in the field and resulted in higher positive sentiment for ticket holders. For example, 86% of aespa attendees found translated newsletters “Helpful” and “Culturally Inclusive”, compared to 58% of Arijit Singh attendees. Food options were more widely consumed at the Arijit Singh event (52%) than aespa (36%), despite lower awareness at the latter. While QR codes had limited usage, 89% of aespa attendees found them “Helpful”, and 75% rated them as “Culturally Inclusive”. These campaigns enhance engagement and inclusivity across diverse audiences.
- Targeted and audience-led media approach – Utilising the CulturalPulse media and amplification network, the marketing campaign that reached Korean audiences led to 2,134 clicks to the website and increased ticket sales by 43% in 4 weeks.
- Tailored food and beverage offerings: Culturally specific menus, such as the Indian Tasting Box, which sold over 1,173 units at Arijit Singh’s concert, marking an 81% increase in sales compared to previous Indian events.
- Bi-lingual customer service and content: In-language customer service representatives were deployed at key multicultural events, and bi-lingual video content with subtitles was produced to ensure seamless communication with audiences from diverse backgrounds.
- Community engagement and Corporate Partnerships: Qudos Bank Arena has hosted prominent members of the multicultural business community in corporate suites, introducing them to the Arena’s offerings, which has led to new corporate relationships and opportunities for future event sponsorships.
Revolutionising the customer experience for Multicultural audiences
CulturalPulse’s proprietary audience insights platform, AskGenie, played a pivotal role in analysing customer data and identifying opportunities to improve NPS and food and beverage sales. Through gap analysis and culturally tailored customer journey mapping, Qudos Bank Arena has seen a marked increase in customer satisfaction, driving repeat business and elevating its status as the multicultural venue of choice.
“What we’ve done is bring a real sense of connection to the venue, for both the artists and their fans,” said Reg Raghavan, Founder and CEO at CulturalPulse.
“Understanding the unique needs of these audiences through data-driven insights has enabled Qudos Bank Arena to create experiences that resonate deeply, both emotionally and culturally.”
The Results: A new standard in Multicultural event success
Since launching the program, Qudos Bank Arena has seen transformative results across all key metrics:
– 72% increase in NPS and second-highest NPS of 2023 for Joker Xue and 140% increase compared to other comparative shows.
– 33% increase in food and beverage spend
– 43% uplift in ticket sales for aespa, supported by a culturally targeted marketing campaign.
– 72% respondents rated the translated event information email “culturally inclusive”.
– Stronger relationships with multicultural media and corporate communities, opening doors to potential partnerships and sponsorships in the future.
Looking Ahead: Positioning Qudos Bank Arena as a Multicultural Leader
Qudos Bank Arena’s partnership with CulturalPulse is more than just a one-off marketing campaign—it’s a long-term strategy that positions the Arena as a leader in multicultural experiences. By continuing to invest in customised communication and event activities, Qudos Bank Arena aims to become the premier destination for international acts looking to connect with Australia’s vibrant and diverse communities.
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ABOUT QUDOS BANK ARENA
Qudos Bank Arena is Australasia’s 1# and largest indoor entertainment arena, located in Sydney Olympic Park. As a world-class venue, it hosts concerts, sports events, comedy and family entertainment experiences, attracting over 1 million patrons annually.
ABOUT CULTURALPULSE
CulturalPulse is Australia’s leading multicultural audience insights, strategy, and marketing agency. With expertise across major events like the FIFA Women’s World Cup and Cricket World Cup, CulturalPulse helps brands unlock growth through culturally tailored marketing and communication strategies.
ACKNOWLEDGEMENT OF COUNTRY
Qudos Bank Arena acknowledges that we are on Wangal land. This land connects us all to the past and the future. We respect Wangal Country, recognise Elders past, present and emerging as Traditional Custodians of it, and celebrate the ongoing deep cultural connection of the people who continue to carry its language, song, dance, and stories.
ABOUT ASM GLOBAL
ASM Global is the world’s leading producer of entertainment experiences. It is the global leader in venue and event strategy and management – delivering locally tailored solutions and cutting-edge technologies to achieve maximum results for venue owners. The company’s elite venue network spans five continents, with a portfolio of over 400 of the world’s most prestigious arenas, stadiums, convention and exhibition centers, and performing arts venues.
Follow us on Facebook, Instagram, LinkedIn and X. Visit asmglobal.com
ASM GLOBAL (APAC and MENA)
From its APAC and MENA regional headquarters in Brisbane, Australia, ASM Global operates and books a network of venues that includes:
– Entertainment and Indoor Sports Arenas – Qudos Bank Arena, Sydney; RAC Arena, Perth; Brisbane Entertainment Centre; Newcastle Entertainment Centre; ICC Sydney Theatre; Brisbane Convention & Exhibition Centre, Great Hall; Cairns Arena; Bangkok Arena (under construction); Coca Cola Arena, Dubai; Kai Tak Sports Park Indoor Arena (under construction), Hong Kong; and Axiata Arena, Kuala Lumpur;
– Live Performance Theatres – Brisbane, Cairns, Darwin, Sydney, Bahrain, Dubai and Kuala Lumpur;
– Convention & Exhibition Centres – Brisbane, Cairns, Darwin, Newcastle, Sydney, Christchurch, Kuala Lumpur, Dubai, Bahrainand Riyadh;
– Stadiums – Suncorp Stadium, Brisbane; National Stadium at Bukit Jalil, Kuala Lumpur; Kai Tak Sports Park Main Stadium, Hong Kong (under construction); and 50% ownership of VenuesLive, the operator of Optus Stadium, Perth
– King Abdullah Financial District Conference Center, Riyadh
– Boutique Meeting Facilities in Expo City, Dubai.
For more information, visit asmglobal.com
ABOUT TEG
TEG is a global leader in live entertainment, ticketing, digital and data which sits at the heart of the live event experience for millions of fans. TEG operates globally and includes TEG Live, TEG Sport, TEG Rugby Live, TEG Experiences, TEG Dainty, TEG Van Egmond, TEG MJR, Laneway Festival, Handsome Tours, TEG Lifelike Touring, TEG TES Live, TEG Europe, TEG Asia, TEG North America, Qudos Bank Arena, Ticketek, Ovation, FAN+, VIP NOW and SXSW Sydney.
