Yuan is accountable for increasing brand awareness and driving sales revenue through the systematic development and implementation of marketing and advertising initiatives. Analyse international market trends, identify lucrative new markets, and continually improve the product offering to gain competitive advantage in a fast-moving environment. She conducts research and creates comprehensive strategic marketing and sales plans to ensure long-term, sustainable business expansion. Continually achieving sales and marketing success by increasing visitor numbers year-over-year (average 25%).

Yuan has been working at Ballarat Wildlife Park for almost seven years. She has very closely worked with Visit Ballarat Visit Victoria and Tourism Australia as her previous role as international marketing manager. The Park is the Bronze winner of RACV tourism awards 2018.

Key Accomplishments:

» Utilised exceptional tourism industry knowledge and communication skills to foster strategic alliances with key industry partners such as Asian wholesale agency (with a focus on the Chinese market and South east market) while collaborating with inbound and outbound tour operators.

» Liaised regularly with state bodies such as Tourism Australia, Visit Victoria, and Visit Ballarat.

» Successfully initiated two daily Asian tours, operating since 2014, including the development of an agency relationship that resulted in 4000+ visitors from Indonesia in two weeks (2016). Also, this is the first time Ballarat Wildlife Park have had such a big incentive group. It has never happened since in 1985.

» Carried out several projects including a marketing and brand building exercise involving bringing three famous Chinese actors to film promotional material at the park to be run in metro stations across Beijing, Shanghai, and Guangzhou. The famous Fengshui master Juming Li did filming at the Park as well.

» Tracked and analysed the marketplace for lucrative new growth opportunities resulting in the park being listed as the top tourist attraction with Visit Victoria in 2017.

» Achieved my target which is Ballarat Wildlife Park is the attraction Bronze winner of RACV tourism awards in 2018. It is first time for the Park to gain an award since established in 1985.

» Organized major events including first White Night in Ballarat (2017) and Chinese New Year celebrations each year. Also grant a sponsor directory for Ballarat Wildlife Park each year.

Yuan Yuan from LATS