Australian Ballet dances away with Opera House marketer

By AdNews | 13 January 2014
Sydney Opera House campaign by The Monkeys.

Sydney Opera House head of marketing Penny Rowland, who was behind the lauded Ship Song Project, has jumped ship to the Australian Ballet as sales and marketing director.

Rowland will have responsibility for revenue streams associated with the Ballet's performance activities and will provide leadership to the company's marketing, media relations, customer relationship, digital communications, box office and customer services functions.

Prior to her time at the Sydney Opera House, Rowland worked at Sony Entertainment, Virgin Music Australia and EMI Music Australia.

Australian Ballet executive director Libby Christie said: "We are delighted to welcome Penny to The Australian Ballet. Her creativity and extensive experience in large-scale marketing campaigns, digital and new media, along with brand and reputation development, will be of significant value to the company as we embark on a new five-year strategic plan."

Rowland will relocate to Melbourne from Sydney to take up the new position. "I've long admired The Australian Ballet for its progressive approach, artistic vision and reputation as a world-class company," she said. "I look forward to leading the sales and marketing team as we explore a new world of opportunities to engage more people in the art form."

The Australian Ballet begins its 2014 season in Brisbane next month.

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