Michelle Rowling is the head of sales and marketing at one of Australia’s oldest and most iconic theme parks, Luna Park. She spoke to B&T about her behind-the-scenes plans to make Luna Park Australia’s premier experiential destination and how she finds joy and frivolity outside the workplace.Michelle Rowling is the head of sales and marketing at one of Australia’s oldest and most iconic theme parks, Luna Park. She spoke to B&T about her behind-the-scenes plans to make Luna Park Australia’s premier experiential destination and how she finds joy and frivolity outside the workplace. Favorite album, film and book? * Truman Show * Gogglebox Passion outside of work? * Entertaining and relaxing in the pool with her two children If you weren’t a CMO, what would you be? * Barista Favorite campaign of all time? * Pizza Hut Tim Shaw commercial from circa 1996 Luna Park’s top priority for the next twelve months? * Becoming Australia’s premier experience destination Most exciting channel? * Social media Biggest challenge in the market today? * Sharing the wallet Most proud of campaign? * News Corp partnered nationally with Virgin Australia in 2009 to achieve the Guiness World Record for ‘mile high karaoke’ with the Black-Eyed-Peas Where do you see yourself in five years? * Continuing to enjoy her role at Luna Park and showing her children the value of hard work and determination
As head of sales and marketing at one of the country’s oldest and most iconic theme parks, Michelle Rowling’s work life is constantly full of excitement and adventure. But when the lights go out and the last clown has stopped juggling for the night, Rowling settles into a much more relaxing family life with her two children.
Welcome back to CMOs to Watch. Once a month we look beyond the biggest marketing bosses in Australia and the world and focus on emerging leaders and under-the-radar brands.
Rowling spoke to B&T to explain the behind-the-scenes plans to make Luna Park Australia’s premier experiential destination and how she finds joy and frivolity outside the workplace.
B&T: What three things would you take with you to a desert island?
Rowling:
- Instant coffee – I can’t live without it
- Dry Rosé to pass the time and find humor in the situation
- Mom’s Homemade Shortbread – a reminder from home to keep me sane!
B&T: Favorite album, film and book?
Rowling: Truman Show and Gogglebox
B&T: What is your passion outside of work?
Rowling: Entertaining and relaxing in the pool with our 2 children
B&T: What would you do if you weren’t a CMO?
Rowling: Barista – There’s nothing I love more than making coffee, talking to people and making everyone’s day a little more optimistic with the kind gesture of a good coffee.
B&T: What was your favorite campaign of all time?
Rowling: Pizza Hut Tim Shaw commercial from circa 1996
B&T: What is your brand’s top priority for the next twelve months?
Rowling: Luna Park Sydney is poised to become Australia’s premier experience destination – an area perfect for anyone who dares to escape into fun, magic and frivolity. The fusion of nostalgia and heritage with world-class technology and entertainment offerings is nothing short of miraculous and I am truly thrilled to be just a very small part of Luna Park’s next chapter.
B&T: Which channel excites you most, and how do you divide your marketing budgets between long/short and channel mix?
Rowling: Honestly, the channel that has impressed me the most in my current role is social media. From the impact of paid campaigns with their strong returns and impressive attribution, to the instant gratification of user-generated content and organic material that goes viral. We’ve come a long way since the ‘thumbs up’ icon of the early 2000s. The intensity that a carefully curated social media presence can bring continues to inspire me to do more and learn more in this field . It’s constantly changing and I think it’s the Luna Park team’s willingness to really engage with our digital presence that cultivates the ultimate guest experience outside of the park.
Our marketing budget is centered around a strong, proven, always-active approach, driving attention to Luna Park all year round. Of course, seasonality, holidays and attraction launches all play a big role in how our short-term budgets are calculated. There is always something to plan for, while an opportunity also arises at the last minute.
B&T: What is the biggest challenge you face in the market today?
Rowling: At Luna Park Sydney, our biggest challenge is clear and ongoing: sharing the wallet. Discretionary spending is tightening at every level – and we recognize that no matter how much a day out with family and friends is wanted or even needed, the costs can pile up. At Luna Park we continually strive to ensure that we are accessible and reasonable for all guests. We continually challenge ourselves to do better in this area – from food and merchandise to experiences and ticketing. We have introduced different ticket types, bundling and of course early booking to save – even though we have not increased the price of our unlimited ride pass for years.
I always encourage our teams to think of guest spending as 4-6 people out of 1 wallet. Then add transportation! We need to ensure that guests who visit us can make memories and have an incredible time, and ensure that whether it’s the full Lunaverse experience or just a single ride and ice cream, all our teams at every touchpoint have an exceptional experience have to offer. prove worthy of the investment that our guests want to make with us. In addition, we must continue to work on delivering premium experiential offerings that ensure we are the destination of choice whenever an entertainment opportunity arises.
B&T: Which campaign are you most proud of?
Rowling: Honestly, one of my very first campaigns from the start of my career – News Corp partnered nationally with Virgin Australia in 2009 to achieve the Guiness World Record for ‘mile high karaoke’ with the Black-Eyed-Peas. From the empty plane that felt like a private jet to flying in winners from every state to give them such an incredible experience of a lifetime. We got national press and TV attention for a wild idea that became a reality… And all before TikTok.
Initially, I was just the marketing assistant handling the administrative requirements of a national press competition: terms and conditions, an SMS line, artwork and the like. The next moment I’m on board coordinating and singing twenty winners with the Black Eyed Peas and LMFAO – an end-to-end campaign that I still recite with a smile.
B&T: Where do you see yourself in five years?
Rowling: Honestly, where I am in life now, I value my role, enjoy the effort I put into my career and continue to show my children that with drive, passion and hard work, nothing is impossible.
