AusLeisure

Ticketek buyers in Australia and New Zealand can now add events to their personal calendars as a result of the TEG-owned company entering into a partnership with calendar marketing and communications technology firm ECAL.

The partnership sees the leading ticketing and data-driven marketing company integrate ECAL’s ‘Sync to Calendar’ technology across the breadth of the ticketing experience on its website and email communications.

The integration will incorporate everything from event search and discovery, to waitlist and post-purchase scenarios.

With just a couple of clicks, fans can easily add their favourite sports, teams, music and entertainment events directly into their personal calendar for free. Dynamic updates keep fans informed of important ticket on-sale dates, special ticket offers and other specific event details, with direct access to purchase; all from the convenience of their personal calendar.

TEG Chief Executive Geoff Jones said the new ‘Sync to Calendar’ feature adds to the suite of innovation under the Ticketek Ignition™ program.

Jones advised “the ECAL platform will enable Ticketek to help our partners engage in exciting new ways, gather invaluable consumer insights, continually learn and refine the calendar communications service to optimise sales.

“This represents a new media channel that is ideally suited to the sports and entertainment market, given that event dates, start times and venue details are the most relevant pieces on information when it comes to the show.

Ticketek Ignition™ opens Ticketek’s internal network and systems to enable multiple ticket purchasing experiences across multiple platforms and partner systems.

Jones added “the new ‘Sync to Calendar’ feature is a wonderful initiative by our product and marketing teams, and reinforces our commitment to deliver the most personalised, connected and intelligent ticketing experience for today’s modern, mobile consumers,” said Jones.

Ticketek’s network of partners across sports, venues and entertainment promoters would reap the benefits of enhanced fan engagement and digital marketing.

ECAL founder and Chief Executive Patrick Barrett also commented “ECAL is thrilled to partner with Australasia’s leading ticketing platform in Ticketek, to work hand-in-hand with TEG Analytics to uncover insights into purchase behaviour, and further develop our smart data and ‘decisioning’ platform.

“We are looking forward to delivering a highly beneficial service for entertainment fans, and more sales and support for sports, venues and promoters, with ECAL’s in-calendar marketing logic typically working at up to double the normal ‘purchase rate’.”

A recent online survey by ECAL reports that 70% of Australian adults rely on their digital calendar most to manage their life, with over 47% reliant on their mobile calendar. ECAL’s smart calendar marketing system enables events to bypass the inbox and sync directly to a calendar.

Images: ECAL’s ‘Sync to Calendar’ technology will integrate with Ticketek's website and email communications (top) and sporting clubs including the NRL's Penrith Panthers currently use the ‘Sync to Calendar’ feature. 

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