Aurora Expeditions appoints first CMO

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.”

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