Qudos Bank Arena, Australia’s largest indoor entertainment venue, sought to boost engagement, customer satisfaction, and food and beverage sales during multicultural events. Despite hosting high-profile acts in K-Pop, Mando Pop, and Indian Hip-Hop, Qudos Bank Arena faced challenges with low customer satisfaction and reduced sales compared to other events. To address this, Qudos Bank Arena and CulturalPulse partnered to deliver a customised cultural customer experience, and positioning the venue as a preferred destination for Australia’s multicultural communities.
Case Study
Qudos Bank Arena’s multicultural marketing and engagement
Client
Qudos Bank Arena
Project
Delivering culturally tailored audience and event experiences for multicultural Australians
The Challenge
The Approach
- CulturalPulse developed segmented digital marketing strategies for targeted cultural audiences, leveraging its media and influencer networks to amplify reach and drive engagement.
- Qudos Bank Arena introduced culturally tailored experiences such as ‘Indian tasting box’ menu options, to align with audience preferences, creating a more inclusive and appealing experience.
- In-language customer service and bilingual content to drive effective communication with diverse audiences, enriching the overall experience.
- Qudos Bank Arena engaged with multicultural community leaders and corporate partners, enhancing the arena’s visibility and fostering partnership opportunities.
- CulturalPulse’s AskGenie intelligence delivered cultural audience data analytics, to unlock audience behaviours, preferences and growth potential.
72%
Customer Net Promoter Score (NPS)
33%
Food and Beverage Sales
43%
Tickets Sales (aespa concert)
72%
Rated translated emails as “culturally inclusive.”
The Outcome
Qudos Bank Arena’s partnership with CulturalPulse has resulted in:
- 72% increase in customer net promoter score (NPS) and second-highest NPS of 2023 for Joker Xue and 140% increase compared to other comparative shows.
- 33% increase in food & beverage sales with event-specific offerings.
- 43% Increase in ticket sales for events like aespa’s concert through culturally targeted marketing efforts.
- 72% respondents rated the translated event information email “culturally inclusive”.
- Established networks to identify and build relationships with community business leaders around key cultural events, with a focus on corporate / VIP sales.
(Business Community Guests at Korean and Punjabi/Hindi Events)
“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.”
said Terrence Trujillo, Director of Commercial, Qudos Bank Arena.
Read more on Qudos Bank Arena or Campaign Brief.
