Aussie cruise line Aurora Expeditions has named Hayley Peacock-Gower as its first-ever chief marketing officer, a newly created role to drive global growth for the brand.
With more than 20 years’ experience in strategic branding, marketing and media for an array of major Australian and global brands and agencies, including News Corp, Fairfax Media, Leo Burnett and Canon, Hayley will spearhead the company’s marketing operations worldwide.
Monique Ponfoort, CEO of Aurora Expeditions, described Peacock-Gower as “a top talent” and “a passionate and meaningful addition” to the cruise line’s executive leadership team.
“Her extensive background and skills will add immeasurably in building the marketing, content and strategic partnership platform that will drive growth for the Aurora brand,” Ponfoort said.
Peacock-Gower’s appointment comes at a key moment for Aurora Expeditions, with its second purpose-built ship, Sylvia Earle, to begin cruising in 2022, and small-ship expedition travel in Antarctica set to resume in January 2022.
“This is an incredible opportunity to innovate with new content and transformative experiences which will drive interest and demand, while positioning the brand for future growth,” Peacock-Gower said.
“There is no better opportunity both professionally and personally, especially given the timing, as we accelerate meaningful changes in our ongoing care for the planet programs, and our imminent return to what Aurora Expeditions does best – life-changing, small-ship expeditions.”
Speaking to B&T, Peacock-Gower said the Aurora Expeditions brand will be given a refresh with a new look, tone and “truly adventurous” style.
“Our focus is to ignite people’s curiosity, deepen customer relationships, educate and enrich – and elevate the customer journey,” she said.
“Innovating with a fully integrated program of new content in the right marketing channels is our priority. We want people to explore the planet with us with new eyes and embrace it with open arms.”
Aurora’s first-ever CMO told B&T that while there will be plenty of new challenges ahead, she is excited to steer the brand forward in its next phase of growth, all the while staying true to the cruise line’s passion, purpose and values.
“There’s has never been a more important moment to lead in a positive and optimistic way, and a commitment to a sustainable future has never been more vital,” Peacock-Gower said.
“Aurora’s expeditions ships are worthy of fulfilling exploration dreams and will change the way we explore the planet.
“The energy here at Aurora is palpable. We are positioned to succeed in a meaningful way and help make a positive impact in people’s lives and our beautiful planet. Personally, I could not think of a better way to travel.”
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