Privacy Policy

The Sovereign Hill Museums Association (“SHMA”) is committed to protecting our visitors right to privacy, especially regarding any personal information provided to us, in line with applicable Commonwealth and State legal requirements in Australia and Victoria.

This Guest Privacy Statement applies to Visitors, embers, passholders, donors, website users, online account holders, newsletter subscribers, social media users who interact with SHMA, people who attend SHMA sites or events, and legal guardians of visitors where applicable (“Visitors”).

What personal information does SHMA collect 

1. In order to conduct our operations, promote safety and wellbeing, provide goods and services, manage bookings and memberships, improve our services and visitor experience, communicate with guests and customers, conduct digital marketing, measure campaign performance, and develop plans to improve our organisation, SHMA  collects personal information from Visitors and other individuals who interact with SHMA

2. Personal information that is collected by SHMA includes names; email and postal addresses; telephone numbers; photographs and video recordings; online usernames; social media handles; booking details; ticket purchase history; membership details; donation history; user account details; device identifiers; browser identifiers; IP addresses; cookie identifiers; advertising identifiers; hashed email addresses; hashed phone numbers; customer identifiers; campaign identifiers; website usage information; email engagement information; online behavioural information; conversion events; audience segment information; and other specific personal information outlined in this Privacy Statement (“personal information”).

How and when does SHMA collect personal information?

3. SHMA may collect personal information:

a. when a visitor pays entrance fees, registers for an event, purchases tickets, accommodation, or goods and services, whether using a personal credit card or other payment method, whether on-site or online;

b. when a representative of a third-party booking agent, school, education provider, tour operator or other organisation coordinating a booking to any SHMA site or event provides this information on a Visitor’s behalf;

c. when a Visitor raises a request, issue, complaint, compliment or concern about their experience at or with any SHMA site, good or service;

d. when a person signs up to an SHMA mailing list, newsletter, campaign, promotion or digital communication or registers for a user account on any SHMA owned or controlled website;

e. when a person applies to become a member of SHMA;

f. when a person purchases, activates, uses or renews a Locals Pass or similar pass product;

g. when a person makes a tax-deductible donation to SHMA;

h. when a person enters a competition, participates in a promotion, responds to a survey, provides feedback, joins a waitlist or registers interest in an SHMA product, service, event or experience;

i. when a person interacts with SHMA websites, campaign landing pages, online forms, advertisements, social media pages, digital content, emails, SMS messages, push notifications or other digital communications;

j. when a person engages with SHMA advertising on platforms including Google, Meta, LinkedIn or other social media, search, display, video or advertising platforms;

k. when a person’s information is collected or generated through cookies, pixels, tags, tracking codes, conversion events, analytics tools, advertising tools, customer relationship management systems, email marketing systems or campaign reporting systems;

l. when SHMA receives campaign, audience, conversion, attribution, engagement, analytics or reporting data from service providers, digital marketing agencies, advertising platforms, analytics platforms or social media platforms; and

m. where otherwise reasonably necessary for SHMA’s organisational functions or activities.

4. Visitors may also elect to disclose personal information to SHMA as part of regular market research, opinion gathering, feedback, survey, focus group, review or customer experience activity.

5. If an individual communicates with SHMA by email, the email address, email content, contact details, communication history and any related metadata may be recorded

6. When a user visits the SHMA website or any other SHMA owned or controlled website, a record of the visit may be logged. The information provided by the user’s browser, device, website interaction or associated technologies may include: 

a. the user’s server address, operating system, browser used, top level domain name, date and time of visit;

b. pages accessed and any documents downloaded;

c. previous site visited by the user;

d. IP address, device, browser, cookie and advertising identifiers;

e. campaign source information, referral information, click identifiers and search terms;

f. viewed products, pages, experiences or content;

g. shopping cart activity, booking pathway activity and completed and abandoned transactions;

h. conversion events, advertising interactions, and email or campaign engagement information; and

i. other technical, usage, analytics or diagnostic information.

7. SHMA may link website, booking, ticketing, email, advertising or social media interaction data to an identifiable Visitor where this is reasonably required for SHMA’s organisational functions and activities, including marketing, analytics, personalisation, customer service, fraud prevention, conversion tracking, campaign measurement, service improvement and business planning.

How does SHMA use and disclose personal information?

8. A Visitor’s personal information is used for the purposes for which it was collected or provided, and in ways that are directly related to one of SHMA’s organisational functions or activities.

9. SHMA may use personal information for the following purposes:

a. providing goods and services;

b. processing ticket purchases;

c. managing accommodation bookings;

d. managing memberships;

e. managing Annual, Locals and Pioneer Passes and similar pass products;

f. processing donations;

g. administering online accounts;

h. operating SHMA websites and online services;

i. providing customer service;

j. responding to enquiries, requests, complaints and feedback;

k. issuing receipts, confirmations, reminders, updates and operational communications;

l. notifying changes, cancellations, safety matters, access issues or service disruptions;

m. conducting research, surveys and opinion gathering;

n. improving SHMA sites, services, products, experiences and communications;

o. understanding guest, customer, member, donor and website user behaviour;

p. conducting marketing and promotional activities;

q. sending marketing communications;

r. personalising offers, communications, website content and advertising;

s. conducting targeted advertising;

t. conducting retargeting and remarketing;

u. creating, managing and analysing audience segments;

v. measuring conversions, events and campaign outcomes;

w. conducting campaign attribution and performance reporting;

x. improving digital advertising effectiveness;

y. managing suppression lists, marketing preferences and unsubscribe records;

z. detecting, preventing and responding to fraud, misuse, unauthorised access and security incidents;

aa. meeting operational, audit, reporting, insurance, governance and business requirements; and

bb. otherwise supporting SHMA’s organisational functions and activities.

10. Visitor information may be used for another purpose where the Visitor has consented to its use, where consent can be implied from the person’s conduct, or where the use is reasonably connected to the original purpose of collection.

11. Consent for the use of personal information may be in writing, verbal, electronic, or implied from a person’s conduct, including through an opt-in interaction.

Collection and use of personal information via cookies, tracking codes and similar technologies

12. The SHMA website and other SHMA owned or controlled websites use cookies. SHMA may also use pixels, tags, tracking codes, scripts, software development kits, conversion tracking tools and similar technologies.

13. Cookies and similar technologies may be used by SHMA to:

a. understand it’s Visitors, their preferences and how SHMA websites are used

b. facilitate website functionality and improve Visitor’s website use experience;

c. provide advertising which is targeted and personalised to Visitor’s interests; and

d. deliver associated analytical and marketing outcomes.

14. SHMA may permit service providers, digital marketing agencies, analytics providers, advertising platforms and social media platforms to place or manage cookies, pixels, tags, tracking codes or similar technologies on SHMA websites or campaign pages for SHMA’s organisational functions and activities.

15. SHMA may use tracking tools and platform integrations to send information about website visits, content interactions, ticket purchases, booking activity, cart activity, membership interactions, Locals Pass interactions, donations, newsletter sign-ups and other conversion events to analytics providers, advertising platforms, social media platforms and digital marketing service providers. 

16. Visitors can configure their internet browser to erase cookie data from their device, prevent the collection of cookie data or receive a warning before the collection of cookie data. Please note however:

a. disabling cookies may not prevent all user information from being made available to SHMA or to platforms with which the user interacts directly; and

b. if a user has disabled cookies, some features of the SHMA website and other SHMA owned or controlled sites may not work correctly.

Collection and use of personal information via social media and public content

17. SHMA may download and store relevant public social media posts, including images and video recordings.

18. Visitors may otherwise choose to share images, video recordings and other content with SHMA social media accounts privately.

19. SHMA may collect or receive information about a person’s interaction with SHMA social media accounts, social media content, paid advertising, lead generation forms, event pages, messages, comments, reactions, shares, tags, mentions and other social media activity.

20. SHMA may republish or share public social media content to promote the organisation or its activities. SHMA will seek consent prior to sharing or republishing social media content that has been provided via private channels, except where the content has otherwise been made public in a manner that reasonably indicates it may be viewed or interacted with by SHMA.

21. SHMA may use public social media interactions and platform-provided engagement information to measure campaign effectiveness, understand audience engagement, conduct marketing, improve content, respond to enquiries and promote SHMA.

Disclosure of personal information for digital marketing, analytics and advertising platforms

22. SHMA may use digital marketing and analytics services to support its marketing campaign strategies, including dashboarding, historical and real-time domain-level data, campaign reporting, website integration, social media integration, Google platform integration, Meta platform integration, LinkedIn platform integration, customer relationship management integration where applicable, tracking of goals, events and conversions, tracking code consolidation and managed digital platform reporting.

23. SHMA may use or disclose personal information and digital marketing information in connection with: 

a. search engine marketing;

b. search advertising;

c. display advertising;

d. video advertising;

e. social media advertising;

f. Meta advertising, including Facebook and Instagram advertising;

g. Google advertising and analytics services;

h. Google Business Profile activity;

i. LinkedIn platform activity;

j. search engine optimisation;

k. keyword and competitor research;

l. target audience research and segmentation;

m. ad copy development;

n. conversion and event tracking;

o. campaign strategy development;

p. campaign implementation;

q. campaign optimisation;

r. campaign reporting;

s. website performance reporting;

t. customer relationship management integration;

u. audience segmentation;

v. retargeting and remarketing;

w. customer matching or audience matching;

x. lookalike or similar audience modelling;

y. personalisation of marketing communications and advertising; and

z. measurement of advertising return, campaign performance and audience engagement.

24. SHMA may use marketing analytics dashboards to receive, view, manage and analyse historical and real-time data, campaign reporting, performance metrics, goals, events, conversions, website information, social media information, advertising information and related analytics information.

25. Dashboard outputs, reports and analytics may include aggregated, deidentified, pseudonymous or identifiable information, depending on the source system, platform configuration, campaign settings and reporting requirements.

26. Personal information disclosed for marketing and advertising purposes may include names, email addresses, phone numbers, postcode or location information, ticket purchase information, booking information, membership information, Locals Pass information, donation information, online account information, website interaction information, email engagement information, transaction information, hashed identifiers, cookie identifiers, device identifiers, advertising identifiers, conversion events and audience segment information.

27. Use and disclosure of personal information such as names may be required by SHMA to build detailed customer profiles and improve marketing performance. As such, SHMA may upload, transmit or otherwise make available personal information to advertising platforms and social media platforms in hashed, pseudonymous, aggregated or identifiable form, depending on the purpose, platform and campaign configuration.

28. SHMA may use customer lists, audience lists, hashed email addresses, hashed phone numbers, website events, conversion events and related information to create, refine, suppress, exclude or measure audiences for advertising and marketing purposes.

29. SHMA may use advertising platforms to match SHMA customer information with platform users for the purposes of delivering advertising, excluding existing customers from particular campaigns, measuring conversions, generating similar audiences and improving campaign effectiveness.

30. SHMA may disclose personal information to digital marketing agencies for the purposes of obtaining integrated digital marketing services, including marketing analytics dashboards, search engine marketing, Meta advertising, search engine optimisation, campaign reporting, dashboard maintenance, tracking code management, event tracking, conversion tracking, target audience research and segmentation, campaign optimisation and related marketing services.

31. SHMA may disclose information to service providers under arrangements that restrict use of the information to SHMA-related purposes, subject to the terms of the relevant service arrangement.

Opt-in via interaction

32. SHMA may treat an opt-in interaction as consent to receive marketing communications from SHMA.

33. Opt-in interactions include, but are not limited to

a. purchasing a ticket

b. booking accommodation;

c. purchasing goods or services from SHMA;

d. joining as a member;

e. purchasing, activating, using or renewing a Locals Pass or similar pass product;

f. signing up for a newsletter;

g. creating an online account;

h. making a donation;

i. entering a competition or promotion;

j. registering for an event;

k. joining a waitlist;

l. completing an online form;

m. providing contact details to SHMA for an SHMA activity; or

n. otherwise interacting with SHMA in circumstances where this policy or a relevant collection notice indicates that marketing communications may be sent.

34. Where a person undertakes an opt-in interaction, SHMA may use that person’s contact details, transaction details, booking details, membership details, Locals Pass details, donation details, account details, website interaction information, email engagement information and related digital marketing information to send marketing communications and to conduct targeted advertising, analytics, campaign measurement, retargeting, remarketing, audience segmentation and personalisation.

35. SHMA may send marketing communications by email, SMS, telephone, post, social media, online advertising, digital platforms or other communication channels.

36. SHMA may continue to send operational communications even where an individual has opted out of marketing communications.

37. Operational communications may include booking confirmations, ticket information, account communications, receipts, payment information, changes or cancellations, safety notices, access information, service updates, membership administration, Locals Pass administration and other communications necessary or reasonably required to provide goods or services.