Italian Football Engages Multicultural Australians

Ticketmaster, in collaboration with Tourism Western Australia, hosted a historic Italian football match between AS Roma and AC Milan in Perth on Friday, 31 May 2024.

To support the event, Ticketmaster engaged CulturalPulse to raise awareness of the match among Australia’s multicultural audiences.

CulturalPulse reached fans and patriots with culturally relevant content to drive awareness and ticket sales.

The Approach

CulturalPulse supplemented Ticketmaster’s promotion and publicity with culturally tailored creative to relevant community channels.

• CulturalPulse conducted a cultural review of existing creative assets and selected appropriate assets for distribution. We developed and translated key campaign messages in-language to deepen engagement with community members with lower levels of English proficiency, building trust and resonance.
• We utilised the CulturalPulse owned media platform to target distributed content to community groups, organisations, and trusted community media and partners.
• We targeted the Italian community including interstate travellers from NSW, VIC, QLD, and SA.
• CulturalPulse reaches each community segment through the CulturalPulse network which includes social media targeting, relevant multicultural media channels, community ambassadors/influencers, community social groups and community organisations.

The Outcome

The campaign ran for 6 weeks, targeting the Italian community of Australia.

• Over 410,000 impressions in targeted community segments through CulturalPulse network distribution.
• Over 180,000 reach (minimum unique).
• Over 15,000 clicks to the Ticketmaster website of ticketing and information pages (minimum trackable).
• 56,522 match attendance was recorded.
• We collaborated with community groups (public and private social pages) and trusted community influencers such as Italian Events Sydney, Italiani in Australia, Milan Club Sydney and Melbourne, Adelaide Italians, and Italiane in Gold Coast to generate community referrals and recommendations.
• Creative delivered in Italian showed an 11% greater click-through rate compared to English (3.94% vs. 3.51%).
• CulturalPulse facilitated access to over 24 community partners, private social groups, organisations, and community ambassadors.

Key Insights

• Organic sharing expanded viewership and awareness beyond target locations, with Italian campaigns being shared interstate and internationally to friends and relatives.

Our CulturalPulse team attending the match in Perth