"Marketing, at its best, should feel effortless. The audience comes, they experience and they leave as advocates. That simple but elusive formula is the foundation of Abba Voyage, the live concert experience that blends digital innovation with a fan-first ethos. For its chief commercial officer, Jaki Ellenby, it is the audience - not just the technology - that makes the phenomenon work."
"With 30 years of experience driving impactful marketing and commercial strategies across three continents, she brings deep expertise in brand building and customer experience. Most recently, she served as senior advisor to the CEO at Dubai Municipality and held significant roles at Dubai Holding Entertainment, overseeing marketing for Global Village. She has also spearheaded campaigns for Emaar Malls' Dubai Mall, Ferrari World Abu Dhabi and Warner Bros World."
Abba Voyage blends advanced digital production with a fan-first ethos to create an effortless live-concert experience that converts audiences into advocates. Every operational and marketing element is deliberately designed to elevate the customer journey, from front-of-house staffing to advertising and arena ownership, enabling consistent service and controlled presentation. Word of mouth functions as the primary sales driver, with ticket revenue closely tied to Net Promoter Score. Leadership brings thirty years of global marketing and commercial expertise across major entertainment and retail brands, and that commercial and digital experience underpins ongoing global expansion and revenue strategies.
Read at The Drum
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