Midweek Interview

Midweek Interview with Aurora Expeditions’ Vicky Primrose

This week, Travel Weekly tried to coax secrets out of Aurora Expeditions’ global head of marketing over a few wines, but we had a few too many ourselves and forgot them all.

The biggest challenges for the industry are…

Overtourism as travel becomes more and more accessible to a broader array of customers, and as more intrepid destinations become increasingly popular. How to offer genuinely new and different experiences will become harder and harder for operators in the travel space!

The things I like about my job are…

The strategic aspects, as well as the opportunities for innovation and creative thinking. Marketing is one of the few functions where you touch many different facets of a business and I love being involved across multiple areas. A typical day ranges from anything such as press advertising to research and analytics to what style of uniforms will the expedition team wear!

And the frustrations are…

That there never seems to be enough hours in the day!

If I didn’t work in travel, I would be…

A psychologist, most likely. I love understanding how people think and behave.

My favourite airline is…

Singapore Airlines – the service is always top notch and they deliver a great onboard experience. Growing up I used to love Qantas and their advertising i.e. ‘still call Australia home’ campaign – it always evoked a strong sense of national pride and that great feeling of coming home after a great trip.

My proudest moment was…

Making my first television ad for Lindt in the UK which achieved exceptional results and is now played in many countries around the world.

The naughtiest thing I ever did was…

I never do anything naughty! 😛

I try to relax by…

Getting a massage. I love pottery too as a way to unwind.

The last time I feared for my life was…

Spotting killer whales after completing the polar plunge in Antarctica – however, they were very far away!

If I can, I always try to avoid…

Crowds, I love off the beaten track travel.

I really wish I had…

Done something naughty.

The best advice I’ve ever received was…

Live for the moment, don’t worry too much about what has happened in the past and what may happen in the future.

I don’t understand why people…

Litter!

My greatest weakness is…

Halloumi.

And my greatest strength is…

Multitasking, you have to be an expert in a marketing role!

If I won a $1 million lottery (aside from travelling), I would…

Buy a holiday house in Noosa and spend my time in between there and Sydney!

If I was prime minister, I would…

Make climate change action the biggest priority. The recent landmark UN report on humanity’s impact on biodiversity and nature was eye-opening and worrisome!

If I could be someone else for one day, I would be…

Sir David Attenburgh, hopefully during the shooting of one of his amazing documentaries.

I’ve always wanted to travel to…

Sri Lanka – I will someday!

My favourite holiday was…

The Antarctic and South Georgia with my company, Aurora Expeditions. Seeing the vast King Penguin colonies was absolutely out of this world, and sailing through glacial landscapes down along the Antarctic Peninsula was like nothing I’d ever experienced before.

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