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.
- Sydney, November, 2020 -
Work is under way on Short Term Thinking, the first Australian event focused on short stay accommodation.
It will be an action-packed day where all sectors of the industry can meet, learn and network, setting up their year ahead with new relationships, contacts and prospects.
Space has been blocked for mid-November in Sydney.
While a lot can change between then and now, we're confident we'll be able to run a flesh and blood event with live streaming for those who can't make it.
Because final capacity is understandably uncertain at this point, please register your interest to be put on a non-obligatory wait list and also receive the latest updates.
At the moment we're looking for foundation partners - please call event producer Martin Kelly on 0414 774 978 to find out more.
- IDEAS, ACTIONS, CONTENT -
Travel IQ is a content, marketing, research and strategy consultancy for travel businesses.
It helps travel companies improve positioning, communications, stakeholder engagement and public relations through content-led strategic initiatives.
Typically, Travel IQ develops a multi-tier approach including stories/blog posts, newsletters, media releases, white papers, reports and events - all designed to better connect business with their customers.
Often, clients have neglected their marketing communications, so Travel IQ works with them to create credible positioning and messaging to ensure a solid, relevant platform before embarking on outreach.
Travel IQ is run by Martin Kelly, who has a strong background in travel, journalism, communications and marketing.
He is also a respected travel industry analyst, contributing to Phocuswright's regional research reports while representing them as a speaker at events in Australia and overseas.
For further information please email firstname.lastname@example.org
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