Qudos Bank Arena and CulturalPulse forge new era of multicultural marketing

Qudos Bank Arena, 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.

Over the past 18 months, Qudos Bank Arena has hosted a series of concerts featuring high-profile international artists from K-Pop, to Mando Pop, Indian Hip-Hop / Pop and to Reggaeton. These events, while in high demand with premium ticket prices, previously resulted in lower-than-average Net Promoter Scores (NPS) and food and beverage sales. Recognising the need for a new, culturally focused approach, Qudos Bank Arena has engaged CulturalPulse to deliver cultural advice, audience insights and tailored, culturally sensitive customer experiences and marketing content to meet the needs of its diverse audiences.

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.

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.”

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.

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.”

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.

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.