The Taylor Swift ERAS Tour Case Study

McArthur: The ERAS Tour 2024

She's currently the biggest phenomenon in music with millions of loyal, passionate fans across the world, and when Taylor Swift's ERAS Tour hit Australia it could only be our two most iconic cities and stadiums that would play host - Melbourne's MCG and the Accor Stadium in Sydney.

Melbourne and Sydney rolled out the red carpet for the legions of Swifties, and craft shops in both cities did a roaring trade keeping up with the Friendship Bracelet demand!

McArthur knew it was going to be BIG, and the sheer scale and complexity of the project represented a new benchmark in our 20+ years partnership.

McArthur's approach

The ERAS Tour was one of the most eagerly anticipated and in-demand series of performances to hit Australia in many years, and so planning needed to start early.

With 7 concerts planned for February 16th - 25th 2024 across the two cities, initial communications started in June 2023 with McArthur teams working in all offices across the country to help manage the massive pre-sale and on-sales activities.

The first draft of rosters for on-the-day staff were distributed just prior to Christmas 2023,
so we were ready to go!

Follow the link below to find out more about how McArthur helped ensure 620,000 Swifties (and their friendship bracelets) had an unforgettable event experience.