Eid at Fed Square Multicultural Campaign

Melbourne Arts Precinct Corporation (MAPCo), which oversees some of Melbourne’s most iconic arts and cultural institutions, aimed to enhance engagement with Melbourne’s Islamic communities through a public celebration of Eid at Federation Square. MAPCo identified a need to reach deeper into multicultural communities to position the precinct as a welcoming and inclusive destination.

MAPCo engaged CulturalPulse to:

• Raise awareness of the Eid at Fed Square event among Islamic communities in Greater Melbourne.
• Position Federation Square as a vibrant hub for cultural celebration and inclusion.
• Drive targeted traffic to the dedicated event landing page.

The Approach

• CulturalPulse implemented tailored multicultural engagement utilising high-quality creative, culturally relevant messaging, and community amplification through video and social assets and PR content that was aligned with Islamic cultural values.
• Using our proprietary Media Amplification Network, CulturalPulse distributed content through trusted Islamic community channels including, private WhatsApp groups, public social pages, online and print publications, and community websites and organisations.

The Outcome

The campaign exceeded expectations in both reach and engagement within Melbourne’s Islamic communities.

• Over 117,000 impressions delivered over the 2-week campaign.
• Over 76,000 reach across targeted Islamic community segments.
• 4,900 clicks to the Eid at Fed Square landing page.
• 12+ Islamic community media channels activated including social media, WhatsApp, websites, and print outlets such as Al Wasat Magazine, The Lebanese Australian, SBS Urdu, and Melbourne West Community of Bangladesh.
• High-quality content well received by community, enhancing trust and share-ability.
• CulturalPulse community representatives attended and joined in the celebration.