Marketing & Sales for Dreamworld theme park.


The Australia-based wildlife experience offers guests with an opportunity of cuddling the koalas, feeding kangaroos and drawing near to the crocodiles along with the Tiger Island being home to two cougars, eight Sumatran tigers and Bengal tigers charged with the duty to entertain guests alongside the trainers. Moreover, the company includes entertainment facilities like the Australia Animal Facility which takes place on a day-to-day routine therein (James Cook University of North Queensland & National Centre for Studies in Travel & Tourism, 1990). Furthermore, the company organizes for annual events like New Year’s Eve amp for adults and the ultimate single’s day often scheduled for February 13th every year.

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For a while, brand has proved to be a crucial tool in Dreamworld. For the past 5-8 years, the company has embraced strategies aimed at associating the company with brands with different appeals and capable of remaining relevant event in middle of varied demographic segments. To this end, the company has remained committed to improving its attractions and growing further whilst keeping up with the state of being a top-edge draws within the big Gold Coast.

From 1981, the company has been able to develop individualized customer experiences by integrating products and customer initiatives in order to benefit both local and international guests (Australian Tourism and Hospitality Research Conference& Australia, 1990). Besides, the company offers support to local cultures and communities by sponsoring and taking part in charity organizations. The two cases present opportunities that Dreamworld could use to channel promotional messages to its target clients in order to increase its customer base along with the revenue stream (Parsons, 2002). Also, the Company has more opportunities to improve its target customers.

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