Case Study: Queensland Performing Arts Centre achieves personalised multichannel patron engagement and boosts active email subscribers with Adobe Campaign (Adobe Experience Cloud)

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 leading live-performance venues, welcoming more than 1.5 million visitors to some 1,300 shows each year. Faced with dozens of different marketing tools, complex pre‑sale and staged-seat campaigns, and a need to centralise patron data and protect subscriber privacy, QPAC needed a single multichannel marketing solution that could deliver timely, personalised communications and meet a hard 10‑week rollout deadline.

QPAC implemented Adobe Campaign (Adobe Experience Cloud) integrated with Microsoft Dynamics 365, delivered with managed services, integration support and training from Adobe Customer Solutions and partner Empired. In 18 months the centre sent 24 million targeted emails, increased active email subscribers from 43% to 51%, achieved higher open and click rates with fewer unsubscribes, met its rollout deadline, and gained robust audience segmentation, attribution and multichannel automation while keeping patron data secure.

Queensland Performing Arts Centre

Kim Harper

Digital Marketing Manager