Qudos Bank Arena, owned by TEG and proudly operated by ASM Legends, in partnership with multicultural marketing agency CulturalPulse, is proud to announce it has received a Merit Award for Campaign of the Year at the 10th Annual TechDiversity Awards, held in Melbourne on November 14.
Qudos Bank Arena’s Deputy General Manager, Michael Cox says this recognition celebrates a transformative initiative that redefined how the Arena connects with multicultural audiences.
“With approximately 15 per cent of concerts now multicultural, and the Arena located within 10km of communities where 75 per cent of residents have at least one parent born overseas, our team identified a clear opportunity to better serve these diverse audiences,” he said.
“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.” Reg Raghavan, CEO, CulturalPulse.
Despite strong commercial performance, including four of the Top 10 concerts by average ticket in 2023, customer satisfaction for multicultural concerts was found to be up to 90 per cent lower than other concerts – highlighting a need for change.
In response, Qudos Bank Arena partnered with CulturalPulse and leveraged AskGenie’s advanced segmentation and analytics to gain deeper insights into audience needs.
“Together, we developed and delivered a strategy rooted in authenticity and inclusion — embedding culturally tailored touchpoints across every stage of the customer journey, from communications and content to food offerings, signage, staffing, and community engagement.”
Cox believes the results have been transformative.
“What began as a pilot is now embedded in operations. This campaign is not just a milestone, it’s a blueprint for the future and a new standard for inclusive business practices in the entertainment industry.”
