Great lesson here for all travel marketers. Sydney Aquarium turned its struggling business around with a fresh approach to marketing sparked by the arrival of a special attraction – two dugongs. Sydney Attractions GM of Sales and Marketing, Michael McKeon, told the Daily Telegraph that sales were down earlier this year and “we needed to do something. Bringing the dugongs from Queensland was something we instigated quickly.” He said marketing has to evolve to be effective. “It used to be set and forget,” he said. “But now we market things differently. When the two dugongs arrived it was about creating theatre.” Next up is a focus on crocodiles at another of its businesses, Wildlife World – a move certain to give its marketing further bite. Sydney Attractions also owns Sydney Tower and Oceanworld Manly. Parent company is Village Roadshow.
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