Arts Centre Melbourne

Background

Arts Centre Melbourne is Australia’s largest performing arts centre and a defining Melbourne landmark. They curate and promote a large number of international arts including a triennial ‘AsiaTopa’ Festival.

Challenge

To market and promote awareness and drive ticket sales from international acts to their diaspora communities in Melbourne and Australia.

Brief

To drive awareness and ticket sales of the ‘Manganiyar’ Seduction, a famous global touring troupe from the Rajasthan region of India. Marketing to include an event, a ‘Holi’ ticket offer and social and digital media delivery using the CulturalPulse platform.

Key outputs/outcomes

50% Indian ticket buyers on 2 x consecutive sellout nights.