Aurora Expeditions appoints first CMO

Expedition company looks to capitalise on global desires for travel in 2022

Aurora Expeditions has promoted marketing leader, Hayley Peacock-Gower, to become its first chief marketing officer as it looks to ramp up and capitalise on travel appetites in 2022.

Peacock-Gower joined the touring business earlier this year as head of global marketing. She boasts of more than 20 years’ experience in branding, marketing and media, working for a mix of Australian and global brands as well as agencies. These included News Corporation, Fairfax Media, Leo Burnett and Canon.

In a statement, Aurora Expeditions said the CMO stamp was about propelling global growth for the brand. The promotion comes as the group prepares to launch its second purpose-built ship, Sylvia Earle, in 2022, and return to small-ship expedition travel in Antarctica from January 2022.

Credit: Aurora Expeditions


“Hayley is a top talent, a passionate and meaningful addition to the Executive Leadership Team,” said Aurora CEO, Monique Ponfoort. “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.”

Aurora has been around for 30 years and focuses on responsible expeditions into remote and biodiverse destinations globally. It was voted ‘The World’s Leading Polar Operator’ at the 2020 World Travel Awards.

Peacock-Gower said the role was both a great opportunity professionally and personally.

“This role presents an incredible opportunity to innovate with new content and transformative experiences, which will drive interest and demand while positioning the brand for future growth,” she said. “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.”

Don’t miss out on the wealth of insight and content provided by CMO A/NZ and sign up to our weekly CMO Digest newsletters and information services here.  

You can also follow CMO on Twitter: @CMOAustralia, take part in the CMO conversation on LinkedIn: CMO ANZ, follow our regular updates via CMO Australia's Linkedin company page        

Join the newsletter!

Or

Sign up to gain exclusive access to email subscriptions, event invitations, competitions, giveaways, and much more.

Membership is free, and your security and privacy remain protected. View our privacy policy before signing up.

Error: Please check your email address.
Show Comments
cmo-xs-promo

Latest Videos

More Videos

I couldn't understand one things why on earth people only talk aboutimpact of digital transformation on banking and finance field instead...

Rajesh Acharya

Digital take-up and experiences help drive Suncorp's solid FY21 performance

Read more

Good afternoon,This is a complaint of the process of refunds which does not comply with Australian legislation. Despite a exhaustive req...

shiree Gilroy

Catch Group combines commercial and marketing role

Read more

I really appreciate your article. Love your Article. By reading your article, its created an idea in my mind about loyalty strategy to ke...

Jack Reacher

Report: Marketers failing to realise the benefits of customer loyalty programs

Read more

One month’s research and we’ve handpicked this generation’s 50 most talented Women CEOs, leading the top multinational companies around t...

Vaishnavi Pillai

Women in leadership the focus on International Women’s Day

Read more

Great post!

deen8

What felix Mobile is doing to keep customer support cost-effective

Read more

Blog Posts

When friction can be a brand’s best friend

I always enjoy those oft-forgotten, in-between moments in any experience. These moments are not necessarily part of any defined experience per se. They likely wouldn’t show up in an organisation’s plans or ideas to help make the customer journey or user flow as simple, easy and seamless as possible.

Rich Curtis

CEO, FutureBrand A/NZ

How much attention should we be paying to the ‘attention economy’?

There’s been a lot of buzz in the advertising industry lately about what’s coined the ‘attention economy’. And it’s fast becoming the new battleground for media channels to prove their wares and to develop and espouse new attention metrics.

Nickie Scriven

CEO, Zenith

Sometimes the best solutions are some of the most counterintuitive

Exceptional CMOs do exceptional things for themselves and for those they inspire. At your best you are creative, innovative and inspirational. We have a problem though. We now live in a corporate world that demands sensibility where everything you do is measurable and stakeholders demand predictability – the antithesis of breakthrough and transformation.

Hamish Thomson

Author, former regional president and global brand head, Mars Incorporated

Sign in