Queensland Performing Arts Centre

About Queensland Performing Arts Centre (QPAC)

QPAC is one of Australia’s leading cultural institutions, hosting over 1,200 performances annually and welcoming more than 1.3 million visitors each year to its venues in Brisbane’s South Bank. Known for delivering world-class productions, QPAC sought to enhance its digital infrastructure and search visibility while preserving the integrity of its brand and user experience.

Challenges

As a flagship institution with high-profile visibility, QPAC’s digital needs came with heightened expectations:

• Scale & Prestige – Any updates or migrations needed to reflect the high standards of a national cultural landmark.

• Website Performance – The existing infrastructure needed enhancement for speed, security, and content delivery.

• SEO & Visibility – QPAC wanted to improve its search engine rankings without compromising on its editorial tone or brand cohesion.

• Marketing Creative – Campaigns required elevated design to match the institution’s artistic reputation and reach new audiences.

Approach

Metrix approached this project with a balance of technical precision and brand sensitivity, ensuring updates respected QPAC’s legacy while delivering meaningful digital improvements.

Strategy & Execution

• Cloudflare Migration – Successfully migrated QPAC’s web infrastructure to Cloudflare, resulting in faster page loads, enhanced security, and improved site reliability.

• SEO Enhancements – Re-optimized existing content, ensuring keyword density and meta structures aligned with search best practices — without sacrificing content tone.

• Content Integrity Preservation – Collaborated with QPAC’s in-house team to maintain editorial quality and historical value throughout optimization.

• Marketing Creative & Campaigns – Delivered graphic-rich campaigns designed for digital channels, aligned with seasonal programs and event highlights.

Outcomes

The partnership with QPAC resulted in measurable technical and brand wins — proving that performance and prestige can go hand-in-hand when executed with care.

Key Results

42

%

Improvement in site speed post-migration to Cloudflare

35

%

Increase in organic traffic across performance season pages

26

%

Increase in digital campaign engagement (click-through and scroll depth)