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SUPPORTERS

The world in 2016 provides the travel marketer with a veritable

smorgasbord of channels in which to reach and, more importantly,

engage with consumers.

And travel, more than any other industry, has the unique advantage of

using these channels to sell dreams. It is a product which is perfectly

suited to the use of rich imagery, be it through Instagram, video

platforms and now, virtual reality. VR may be in its relative infancy as far as marketing is concerned,

but Tourism Australia, as its CMO Lisa Ronson will explain in our keynote, has used the technology

as a central plank of its recently-launched coastal and aquatic-themed global marketing campaign.

Does VR signal the next and most effective way for travel marketers to sell their product? Lisa will

provide us with key learnings from her experience with Tourism Australia.

While the number of channels has exploded, so too has the fragmentation of the audiences brands

are trying to reach. The digital world has supplied an array of opportunities for marketers, but with it

has come added layers of complexity as they try to create a multi-channel strategy, often with limited

budgets. Is Instagram the way forward? Should brands engage social media influencers to spread the

word? What is the secret behind earned media? And what role do traditional channels still have in a

digital world? All these issues and more will be tackled by experts in their field at the Mumbrella Travel

Marketing Summit. We have a terrific line-up of speakers and panelists to educate and inform. But we

also want your input. By getting involved in the debate, by asking questions and by challenging one

another we can all come away better prepared for the opportunities – and challenges - that lie ahead.

Enjoy the day.

Steve Jones Curator,

Mumbrella Travel Marketing Summit

SPONSORS

MyTravelResearch.com

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8:50 - 9:15am SPENDS & TRENDSStandard Media Index MD Jane Schulze will provide an overview of the latest advertising trends within travel and discuss which sectors are splashing the cash and which are tightening their belts. Jane will reveal where travel marketers are directing their investment and look at whether digital is taking over from the more traditional channels. The SMI data forms part of SMI’s monthly travel category report.

9:15 - 10:00am KEYNOTE: SELLING OUR NATION TO THE WORLDTourism Australia recently rolled out its latest global marketing push with a focus on the country’s coastal and aquatic treasures. It is the first major campaign overseen by CMO, Lisa Ronson. Lisa will outline the strategy behind the campaign, offer insights into its use of virtual reality technology and explain where the agency is heading with its marketing.

Lisa Ronson, CMO, Tourism Australia

8:45 - 8:50am WELCOMEMartin Lane, CEO, Mumbrella (Conference Moderator)

8:00 - 8:45am REGISTRATION & ARRIVAL TEA AND COFFEE

10:00 - 10:45am EARNING YOUR MEDIAEarning media is always important. But it is even more critical in a sector like travel where budgets are notoriously tight. But what works and what doesn’t when trying to earn your media? Learn how to earn exposure without breaking the bank.

Matt Jones Founder,Better Happy

Jesse Desjardins Global manager, Social Content,Tourism Australia

Leigh-Ann Pow Editorial Director, Australian Traveller Media

Kim McKay Founder and Director, Klick Communications

Moderator - Kim McKay, Founder and Director, Klick Communications

10:45 - 11:15am MORNING TEA

11:15 - 12:00pm HOW TO USE SOCIAL MEDIA AS A MEANINGFUL MARKETING TOOLEveryone dabbles in social media, but how do you use it effectively? Experts discuss the do’s and don’ts of social marketing, and ask whether social media really is all it’s cracked up to be.

Simon Veksner Founder, Hungry Beast

Simon BookallilFounder and CEO, Bashful

James ThorntonManaging Director, Intrepid Travel

Michael HauserDigital Marketing Manager,Tourism Victoria

Nick BakerCEO, Red Balloon

Moderator - Nick Baker, CEO, Red Balloon

Jane Schulze, MD Australia/NZ, Standard Media Index

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1:45 - 2:30pm NATIVE ADVERTISINGNative advertising is becoming big business. But producing engaging, entertaining and relevant content that also promotes a brand is no mean feat. Panelists with experience in the medium offer their insights into native advertising best practice.

EMERGING TRENDS IN TRAVEL MARKETINGThe marketing world is continuously evolving as brands seek new, innovative ways of reaching consumers. This session will see panelists gaze through the crystal ball and discuss what trends are emerging in travel marketing.

Tim DugganContent Director & Co-owner,Junkee Media

David MeagherEditor, WISH

Stephanie TullyExecutive Manager, Group Brand and Marketing/CMO, Qantas

John SpeersManaging Partner, JimJam

Nick BakerCEO, Red Balloon

Michelle SherwoodHead of Commercial, Red Planet

Susie BayesGroup Account Director, Guardian Labs

Quentin LongManaging Editor,Australian Traveller Media

Matt GranfieldExecutive Director, Digital, Mantra Group

Moderator - Quentin Long, Managing Editor, Australian Traveller Media

Moderator - Matt Granfield, Executive Director, Digital, Mantra Group

12:00 - 12:45pm WHERE IS EVERYONE?It’s a complex marketing world with today’s digitally-savvy consumers immersed in a head-spinning number of channels. Media agency OMD and MyTravelResearch.com dug deep to find out how, what and where the market is consuming media.

Carl McleanHead of Insights, OMD Australia

Carolyn Childs Director, mytravelresearch.com

12:45 - 1:45pm LUNCH

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BOOK YOUR TICKET BEFORE APRIL 15 AND SAVE A MASSIVE 30%Mumbrella360 is Australia’s biggest media and marketing conference. Attendees experience an intensive three-day immersion into the latest thinking and best practice across the entire media and marketing landscape. The event includes international speakers plus Australia’s most influential media and marketing executives, along with curated sessions from across the industry. Alongside the conference, Mumbrella360 runs a bustling exhibition area, a Masterclass zone, along with formal and informal networking opportunities.

JUNE 7-9, 2016 | SYDNEY

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2:30 - 3:15pm THE RISE OF CITIZEN CELEBRITYThey are the new style of celebrity - paid to promote products to their legions of followers. But do they really create value for your brand? Panelists will discuss the role of the influencer in the marketing mix.

KEEPING WITH TRADITIONIn the clamour to embrace new-age social and digital marketing, tried and tested channels can sometimes be overlooked. Our expert panel from across the media spectrum discuss what role traditional channels play in a digitally-obsessed world.

Felicity GreyManaging Director, Nuffnang Australia

Vanessa Stavrou Head of Marketing, Contiki

Sarah Shrapnel Blogger

Tony SaundersGeneral Manager Australia,Tourism New Zealand

Simon RyanCEO, Dentsu Aegis Network Australia and NZ & CEO Carat ANZ

Justine LallyHead of Marketing, APT Group of Brands

Sandra ChipchaseCEO, Destination NSW

Adam ElliottDirector Network Sales,Seven Network (Operations)

Omri GodijinIndustry Head for Travel and Tourism, Fairfax Media

Moderator - Miranda Ward, Public relations & Publishing Editor, Mumbrella

Moderator - Nic Christensen, Media & Technology Editor, Mumbrella

3:15 - 3:45pm AFTERNOON TEA

3:45 - 4:30pm DEALING WITH REVIEWS AND ENGAGING WITH YOUR AUDIENCEReading what our fellow travellers think has become synonymous with holiday planning. TripAdvisor’s Danielle Pagano will advise brands on how to react to good and not so good reviews. Georgie Summerhayes, founder of online engagement tracker Brandata, will outline how travel brands are driving engagement with consumers through five key online channels – the brand website, Facebook, Twitter, YouTube and Instagram. What works, what doesn’t and which brands are doing it best.

Danielle Pagano,Key Account Manager Australasia, TripAdvisor

Georgie Summerhayes CEO,BrandData

Moderator - Martin Lane, CEO, Mumbrella

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PROBLEMIn a competitive market, how do you give your sales team the edge?

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4:30 - 5:30pm QUESTION TIMEThe key issues facing travel marketers are discussed by a panel of industry leaders, each with a wealth of marketing experience. This is your final chance to enter the discussion and have your say on the issues that are shaping the industry.

Lisa Ronson CMO, Tourism Australia

Amanda BehreDirector, Brand and Marketing, Wotif

Stephanie TullyExecutive Manager, Group Brand and Marketing/CMO, Qantas

Katherine ColeRegional Director Marketing, Hotels.com

Moderator - Alex Hayes, Editor, Mumbrella

5:30 - 6:30pm NETWORKING RECEPTION DRINKS

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travelmarketingsummit.com.au

April 6, 2016 Amora Hotel Jamison, Sydney

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