Ticketek customers can now add events to their personal calendars after the company entered into a partnership with calendar marketing and communications technology firm ECAL.

The partnership sees TEG-owned Ticketek integrate ECAL’s ‘Sync to Calendar’ technology across the breadth of the ticketing experience on its website and email communications.

The integration will incorporate event search and discovery, waitlist and post-purchase scenarios. Sports, teams, music and entertainment are among the events that can be directly added into personal calendars for free. 

Dynamic updates will keep fans informed of important ticket on-sale dates, special ticket offers and other specific event details, with direct access to purchase.

TEG chief executive Geoff Jones said: “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.”

According to a recent online survey by ECAL, 70 per cent of Australian adults rely on their digital calendar most to manage their life, with over 47 per cent reliant on their mobile calendar.

ECAL founder and chief executive Patrick Barrett said: “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’.”

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