CulturalPulse and Qudos Bank Arena proudly accepted the Merit Award for Campaign of the Year at the 10th Annual TechDiversity Awards in Melbourne. This marked a milestone celebration of diversity, equity, and inclusion (DEI) in the Australian tech sector under the theme “Framing DE+I Futures”.
“This recognition shows that astute, forward thinking market leaders like Qudos Bank Arena understand that true insights, customer empathy, and community-driven strategies not only deliver strong financial returns, but also strengthen social cohesion and create lasting community value.” says Reg Raghavan, CulturalPulse CEO
The merit award-winning campaign “Australia’s Diversity Drives Business Impact: Qudos Bank Arena’s Multicultural Marketing and Engagement”
We asked, what if a major venue fully embraced the diversity of its audience as the starting point of every decision?
Qudos Bank Arena, owned by TEG and managed by ASM Global, joined forces with CulturalPulse to bring this vision to life. Guided by insights from CulturalPulse’s AskGenie cultural intelligence platform, the partnership mapped the cultural makeup of the Arena’s audiences and designed strategies that responded directly to their attitudes, behaviours, and preferences. It meant embedding cultural understanding across every operational touchpoint.
Audiences were welcomed by bilingual staff, with event information and signage provided in-language to ease entry and create a sense of belonging. Food and beverage menus were carefully curated to reflect cultural tastes, e.g. an Indian tasting box at Arijit Singh’s concert became an instant favourite, selling over 1,100 units.
Community leaders and cultural influencers were invited as VIPs, forging trust and strengthening relationships with diaspora groups. The marketing strategy shifted, reaching audiences through in-language campaigns and trusted community channels, which led to a 43% uplift in ticket sales for aespa’s K-pop concert.
Patrons rated their experience more positively, with Net Promoter Scores increasing, e.g. Joker Xue’s concert recorded the second-highest NPS of the year, a 140% jump compared with comparable shows.
We are proud to have set a new benchmark for inclusive entertainment in Australia.
Read media release here.
