Case Study: Queensland Performing Arts Centre boosts email engagement—raising active subscribers from 43% to 51%—with Adobe Acrobat Sign

Queensland Performing Arts Centre personalises engagement with patrons using Adobe Campaign and Microsoft Dynamics 365

Queensland Performing Arts Centre (QPAC) is one of Australia’s largest live‑performance venues, hosting more than 1.5 million visitors and around 1,300 performances a year across multiple theatres. Faced with complex pre‑sale and staged seat releases, fragmented marketing tools and a hard 10‑week rollout deadline, QPAC needed a single, secure multichannel solution that integrated with Microsoft Dynamics 365 to centralise patron data and deliver personalised communications without overwhelming audiences.

QPAC implemented Adobe Campaign as part of Adobe Experience/Marketing Cloud, integrated with Dynamics 365 and delivered via Adobe Customer Solutions and partner Empired, with managed services and training. In 18 months the centre sent 24 million targeted emails, raised active email engagement from 43% to 51%, improved open and click rates, reduced unsubscribes, enabled sophisticated multichannel customer journeys and met its deployment deadline while keeping patron data secure.

Queensland Performing Arts Centre

Kim Harper

Digital Marketing Manager