Sydney Zoo: From Challenger to Destination Brand

What happens when a marketer known for destination and experience marketing steps into an industry she knows little about? In this episode of The CMO Show, Mark Jones sits down with Michelle Rowling, Head of Marketing and Sales at Sydney Zoo,

Having transitioned from Luna Park Sydney to Sydney Zoo, Michelle Rowling shares why her focus has never been the product itself, but the experiences and memories people take away. Rather than positioning the zoo as a challenger to competitors, she's reshaping the brand around its own unique strengths, from accessibility and immersive animal encounters to the emotional connections families create when experiencing wildlife together.

The conversation also explores one of Australia's biggest emerging tourism opportunities: the opening of Western Sydney International Airport. Michelle reveals how Sydney Zoo is positioning itself to capture domestic and international visitors through creative partnerships, unique experiences and a deep understanding of traveller behaviour.

Along the way, she shares lessons on leadership, building trust in unfamiliar industries, balancing technology with authentic human experiences, and why the best marketers spend less time talking and more time listening. From conservation initiatives and community engagement to experience design and brand strategy, this episode offers a thoughtful look at how marketers can create lasting relevance by putting people, learning and purpose at the centre of their work.

This episode is brought to you by impact advisory, communications and events agency, ImpactInstitute in partnership with Adobe.

www.impactinstitute.com.au | https://business.adobe.com/au