Conference Program 2020

Based on the feedback from our 2019 conference attendees, we have built a program designed to provide deep insight in to place branding projects at various stages of their lifecycle.

From communities in the early days of a co-ordinated approach to Place Branding, through to those that are years in to measuring the impacts of strategies currently in play, this program will deliver learnings no matter where your community is on its place branding journey.

The program will evolve over the weeks and months ahead, and indeed, the Thursday afternoon session will be shaped specifically around the needs and wants of our early bird registrants.

Wednesday, June 17 – The Dark Mofo story

15:00 Conference registration opens at Grand Chancellor
15:30 Leigh Carmichael, Creative Director of Dark Mofo, will talk us through the past eight years of Dark Mofo along with the impact it has had on Hobart, and Tasmania more broadly.
18:00 onwards Delegates are free to experience Dark Mofo’s famous Winter Feast, Princess Wharf, Constitution Dock (cost not included in registration).

Thursday, June 18 – Conference day

8:00 Conference registration opens at Hotel Grand Chancellor Hobart
8:45 Welcome to Country – Muwinina elders
9:00 Keynote speaker – Todd Babiak, CEO – Brand Tasmania
Appointed in May 2019, Todd has been the guiding hand at the helm of Australia’s first statutory place brand authority. An internationally recognised place branding expert with a wealth of knowledge in successful place branding and economic development strategies, Todd will take us through the rationale for Brand Tasmania being set up in the first place, and the journey they have embarked upon over the past year, the progress made, lessons learnt and the next steps.
  Jessica Christiansen-Franks, Co-founder and CEO – Neighbourlytics.
Launched in 2017, Neighbourlytics is one of Australia’s fastest growing urban-tech companies. Having told data-led stories for more than 500 neighbourhoods in over 10 countries, as well as being deployed by city-makers to influence major urban development projects, Neighbourlytics is at the forefront of place branding globally.
Tracey Powell, Executive Director at City of Adelaide.
After an extensive and broad ranging consultation with locals, the City of Adelaide launched their place brand “Adelaide – Designed for Life” in June 2019. Tracey will take us through their place branding journey and provide insights into the results the process has delivered 12 months after having been launched.
The team from Tasmania’s West Coast Council and their creative partners from For The People.
A place branding project that was driven by a community fighting for survival as they know it, Forever West of Centre is one of the most ambitious and important place branding programs ever undertaken in Australia. Launched in late 2018, our speakers will take us through how they have rolled the campaign out and the results it has delivered more than 18 months after having been taken to market.
Meeting of the minds – afternoon session
“Where do we go next?” is the challenge that we will address in this session. The primary objective of the afternoon will be to bring together government leaders with place branding, urban design, tourism and planning experts to help them better define their challenges and spell out the path forward.

*Subject to change

Place Branding is a fast-moving practice and we want delegates to extract maximum value from this session. As such, we want to tailor it to your current needs. We’ll ask our early bird registrants about the biggest challenges they are currently facing when it comes to place branding and structure the session to address those challenges.