Village Roadshow Theme Parks - Best Tech Awards 2025 Customer Experience
Village Roadshow Theme Parks: Creating thrills with data-driven customer experiences Download the DocumentSAP Australia and New
Zealand Best Tech Awards
2025
Zealand Best Tech Awards
2025
Best Tech SAP
Industry WebsiteProduct and Services Featured SAP Solutions
Travel &
hospitality
https://themeparks.com.au/Theme parks, resorts, events,
entertainment experiences
SAP Emarsys
Village Roadshow Theme Parks is one of Australia’s most iconic entertainment companies, operating major destinations including Warner Bros. Movie World, Sea World,
Wet’n’Wild, and Paradise Country. With over four million guests annually, the business delivers immersive, family-friendly experiences year-round through theme parks,
resorts, and special events.
As guest volumes grew, so did the complexity of maintaining consistent, high-quality engagement across every touchpoint, from ticketing and accommodation to seasonal
promotions. Data was fragmented across systems, limiting visibility and making it difficult to personalise communications at scale.
To address this, Village Roadshow Theme Parks implemented SAP Emarsys, enabling a unified approach to marketing automation and customer engagement. By integrating
ticketing, resort, passholder, and digital interaction data, the team gained the ability to create personalised, real-time campaigns tailored to each guest journey.
The result is a more connected and responsive customer experience driven by insight, powered by automation, and designed to build loyalty over time.
Village Roadshow Theme Parks: Creating thrills with data-driven customer
experiences
Customer Experience
Industry WebsiteProduct and Services Featured SAP Solutions
Travel &
hospitality
https://themeparks.com.au/Theme parks, resorts, events,
entertainment experiences
SAP Emarsys
Village Roadshow Theme Parks is one of Australia’s most iconic entertainment companies, operating major destinations including Warner Bros. Movie World, Sea World,
Wet’n’Wild, and Paradise Country. With over four million guests annually, the business delivers immersive, family-friendly experiences year-round through theme parks,
resorts, and special events.
As guest volumes grew, so did the complexity of maintaining consistent, high-quality engagement across every touchpoint, from ticketing and accommodation to seasonal
promotions. Data was fragmented across systems, limiting visibility and making it difficult to personalise communications at scale.
To address this, Village Roadshow Theme Parks implemented SAP Emarsys, enabling a unified approach to marketing automation and customer engagement. By integrating
ticketing, resort, passholder, and digital interaction data, the team gained the ability to create personalised, real-time campaigns tailored to each guest journey.
The result is a more connected and responsive customer experience driven by insight, powered by automation, and designed to build loyalty over time.
Village Roadshow Theme Parks: Creating thrills with data-driven customer
experiences
Customer Experience
Challenges
As one of Australia’s leading entertainment brands, Village Roadshow Theme Parks operates a complex, high-volume business spanning ticketing, resort
stays, seasonal events, and annual passes. With over three million guests annually, the ability to understand, anticipate, and personalise each interaction is
essential to maintaining loyalty and driving growth.
However, guest data was fragmented across multiple platforms, limiting visibility and making it difficult to deliver relevant, timely communications.
Marketing efforts were constrained by siloed systems, inconsistent data quality, and limited real-time insight – resulting in duplicated messaging, low
engagement, and missed revenue opportunities.
The absence of an integrated view of the customer also hindered strategic decision-making. Without the ability to track behaviours across channels or
automate responses at scale, the business struggled to optimise journeys, personalise offers, or align touchpoints around the guest experience.
In an increasingly competitive leisure and tourism market, these challenges posed a significant risk to retention, revenue, and brand differentiation. To
remain guest-centric and future-ready, Village Roadshow Theme Parks required a robust, scalable platform that could unify data, drive automation, and
enable consistent personalisation across every stage of the customer lifecycle.
As one of Australia’s leading entertainment brands, Village Roadshow Theme Parks operates a complex, high-volume business spanning ticketing, resort
stays, seasonal events, and annual passes. With over three million guests annually, the ability to understand, anticipate, and personalise each interaction is
essential to maintaining loyalty and driving growth.
However, guest data was fragmented across multiple platforms, limiting visibility and making it difficult to deliver relevant, timely communications.
Marketing efforts were constrained by siloed systems, inconsistent data quality, and limited real-time insight – resulting in duplicated messaging, low
engagement, and missed revenue opportunities.
The absence of an integrated view of the customer also hindered strategic decision-making. Without the ability to track behaviours across channels or
automate responses at scale, the business struggled to optimise journeys, personalise offers, or align touchpoints around the guest experience.
In an increasingly competitive leisure and tourism market, these challenges posed a significant risk to retention, revenue, and brand differentiation. To
remain guest-centric and future-ready, Village Roadshow Theme Parks required a robust, scalable platform that could unify data, drive automation, and
enable consistent personalisation across every stage of the customer lifecycle.
Solution
To address its data and engagement challenges, Village Roadshow Theme Parks selected SAP Emarsys as the foundation for a unified, scalable customer engagement
platform. The decision was driven by Emarsys’ ability to integrate disparate data sources, activate real-time automations, and deliver personalisation across channels –
all within a single, user-friendly environment.
Implementation began with consolidating customer data across ticketing, resort bookings, passholder records, and social media interactions. This centralised insight
enabled tailored automations via SMS and email, including reminders tied to membership expiries, upsell prompts for in-park experiences, and campaign triggers based
on behavioural signals.
Key solution components included:
•Unified data integration across ticketing, accommodation, events, donations, and digital channels.
•Real-time marketing automations based on behaviour, lifecycle stage, and guest preferences.
•SMS and email personalisation triggered by purchase intent and contextual data (e.g. ticket type, location).
•SAP Emarsys Web Extend for behavioural targeting, including browse abandonment journeys.
•Scalable segmentation using relational data – such as family size, past visits, demographics.
•Omnichannel coordination across email, SMS, website, and social platforms to ensure message consistency.
A phased rollout enabled the team to start small and scale quickly. SAP’s customer success team provided hands-on support and strategic insight
throughout the journey – from onboarding to optimisation.
To address its data and engagement challenges, Village Roadshow Theme Parks selected SAP Emarsys as the foundation for a unified, scalable customer engagement
platform. The decision was driven by Emarsys’ ability to integrate disparate data sources, activate real-time automations, and deliver personalisation across channels –
all within a single, user-friendly environment.
Implementation began with consolidating customer data across ticketing, resort bookings, passholder records, and social media interactions. This centralised insight
enabled tailored automations via SMS and email, including reminders tied to membership expiries, upsell prompts for in-park experiences, and campaign triggers based
on behavioural signals.
Key solution components included:
•Unified data integration across ticketing, accommodation, events, donations, and digital channels.
•Real-time marketing automations based on behaviour, lifecycle stage, and guest preferences.
•SMS and email personalisation triggered by purchase intent and contextual data (e.g. ticket type, location).
•SAP Emarsys Web Extend for behavioural targeting, including browse abandonment journeys.
•Scalable segmentation using relational data – such as family size, past visits, demographics.
•Omnichannel coordination across email, SMS, website, and social platforms to ensure message consistency.
A phased rollout enabled the team to start small and scale quickly. SAP’s customer success team provided hands-on support and strategic insight
throughout the journey – from onboarding to optimisation.
Impact
70–80% of campaign revenue attributed
to Emarsys
2.2× higher CTR across paid media
campaigns
Over 300% increase in journey revenue–
3× pre-Emarsys results
The implementation of SAP Emarsys has significantly transformed how Village Roadshow Theme Parks connects with its guests. By consolidating data from ticketing,
resort bookings, passholder activity, and digital engagement, the business created a single source of truth – enabling real-time personalisation and scalable
automation.
With over 100 live workflows across email, SMS, and digital channels, the team now engages guests throughout the entire lifecycle – from acquisition to onboarding,
reactivation, and loyalty – delivering timely, relevant messaging that strengthens satisfaction and long-term brand connection.
Campaign attribution and reporting have improved, providing clearer visibility into what drives ROI. Operational efficiency has also increased, reducing manual effort
and enabling teams to test, learn, and scale faster. Collectively, these shifts have elevated the guest experience, driven stronger returns, and built a more agile, data-
led marketing model.
Key outcomes delivered:
- Over 300% increase in journey revenue.
- 70–80% of campaign revenue directly attributed to Emarsys-built automations, significantly above industry benchmarks.
- 100+ active automations now running across channels – up from just two at launch.
- 30–40 first-party audiences synced in real time to Meta, Google, TikTok, and LinkedIn, improving relevance and reach.
- 2.2× higher click-through rates, 80% stronger return on ad spend (ROAS), and 43% lower cost per purchase in paid media.
70–80% of campaign revenue attributed
to Emarsys
2.2× higher CTR across paid media
campaigns
Over 300% increase in journey revenue–
3× pre-Emarsys results
The implementation of SAP Emarsys has significantly transformed how Village Roadshow Theme Parks connects with its guests. By consolidating data from ticketing,
resort bookings, passholder activity, and digital engagement, the business created a single source of truth – enabling real-time personalisation and scalable
automation.
With over 100 live workflows across email, SMS, and digital channels, the team now engages guests throughout the entire lifecycle – from acquisition to onboarding,
reactivation, and loyalty – delivering timely, relevant messaging that strengthens satisfaction and long-term brand connection.
Campaign attribution and reporting have improved, providing clearer visibility into what drives ROI. Operational efficiency has also increased, reducing manual effort
and enabling teams to test, learn, and scale faster. Collectively, these shifts have elevated the guest experience, driven stronger returns, and built a more agile, data-
led marketing model.
Key outcomes delivered:
- Over 300% increase in journey revenue.
- 70–80% of campaign revenue directly attributed to Emarsys-built automations, significantly above industry benchmarks.
- 100+ active automations now running across channels – up from just two at launch.
- 30–40 first-party audiences synced in real time to Meta, Google, TikTok, and LinkedIn, improving relevance and reach.
- 2.2× higher click-through rates, 80% stronger return on ad spend (ROAS), and 43% lower cost per purchase in paid media.
“”“SAP Emarsys has helped us completely transform how we connect with our guests.
What began with just a few automations has grown into nearly 100 – all designed to
deliver the right message, at the right time, on the right channel. Their team has been a
true partner throughout, helping us personalise at scale, build loyalty, and continuously
enhance the guest experience.”
Sophie Lawson
Senior Digital Marketing Manager
Village Roadshow Theme Parks
What began with just a few automations has grown into nearly 100 – all designed to
deliver the right message, at the right time, on the right channel. Their team has been a
true partner throughout, helping us personalise at scale, build loyalty, and continuously
enhance the guest experience.”
Sophie Lawson
Senior Digital Marketing Manager
Village Roadshow Theme Parks