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 coordinated 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.

Wednesday, June 17 

3:00pm Conference registration opens at Grand Chancellor
4:00pm Dark Mofo and how it helped Hobart become the Capital of Cool
Speaker: Leigh Carmichael – Creative Director of Dark Mofo, Art Director of DarkLab
5:00pm Cheers and peers – Grab a Tasmanian drink and meet your fellow place branders
6:00pm Explore Dark Mofo’s famous Winter Feast on Constitution dock (Tickets complimentary with Wednesday’s registration)


Thursday, June 18

8.00am Conference registration open
8.45am Welcome to country and Nipaluna (Hobart)
Janice Ross – Riawunna Centre for Aboriginal Education
9.00am Welcome – The day ahead
MC Stu Speirs – Director, Silver Lining Strategy
9.10am Brand Tasmania The story behind one of the world’s most innovative and ambitious place branding projects.
Todd Babiak – CEO, Brand Tasmania
9.50am Q&A with Brand Tasmania team
Nick Haddow – Chairman
Brett Torossi – Director
Todd Babiak – CEO
10.10am Morning tea
10.30am Australia’s Nation Brand. Authentically taking our nation from one that’s popular, to one that’s truly respected.
Fiona de Jong – Head of Australia’s Nation Brand – AUSTRADE
Jose Filipe Torres – CEO and Founding Partner – Bloom
11.00am NZ Storytime – Evolving a Tourism Brand into a Nation Brand
Rebecca Smith, Director, New Zealand Story  
11.30am Eating and drinking with a sense of place. Today’s menu and its connection to the Muwinina nation.
11.40am Fish bowl – Get discussion started for lunch
Opening the floor up to questions and discussion after the morning’s session
Tim Riches – Strategy Director – Principals
12.10pm Lunch
1.10pm Not Just the Icing on the Cake: Examining the Role of Creativity and Innovation in Place Branding Strategies
Andy Hoyne – Founder – Hoyne
1.40pm Neighbourlytics – A view from the frontier of data led place branding
Jessica Christiansen-Franks, CEO and Co-founder – Neighbourlytics
2.10pm A remote community’s existential crisis – How Forever West of Centre, the place brand for Tasmania’s remote West Coast community, is about more than just identity, it’s about survival.
Christine Gray – West Coast Council
Jason Little – For the People
Johanna Roca – For the People
2.40pm Afternoon Tea
3.00pm There’s something about Marysville – The role PR and place branding played in Marysville’s recovery from the devestating 2009 bushfires
Meg Law – Chatterbox Marketing – Creative Director

How a common sense of identity helps a community rebound from natural disaster
Paul Albone – Group manager Industry Development at Tourism Victoria

4.00pm Australia’s new normal and how Place Branding can help prepare us for it.
The unprecedented bushfires and extreme weather that has swept across our nation are set to become our new normal. In this session, our panel of field experts who have dealt with the realities of natural disasters will spark discussion that will explore and define the role place branding can play in being prepared for this new reality. In this unique session we’ll explore the challenges communities face in rebounding from natural disasters and examine the cross over between best practice resilience planning and place branding processes and outcomes. From there we’ll open up the floor to hear specific challenges and ideas and examine Place Branding’s role in addressing those challenges posed by natural disaster.
4.50pm Cheers and peers – Grab a Tasmanian drink and meet your fellow place branders


Friday, June 19

8.30am Morning tea and coffee
9.00am Fish bowl – The big questions from yesterday
Compiling the feedback and key questions that arose from Thursday’s sessions, we’ll open the floor back up to questions and discussion
Tim Riches – Strategy Director – Principals
10.00am Meeting of the minds – Mapping out your community’s next steps
The challenges and opportunities that each community are faced with are unique. We’re asking early bird registrants to tell us about where they are on their Place Branding journey, and the biggest challenges and questions they are facing. Taking those responses, we’ll build working groups including people that can speak directly to those challenges and questions.
12.00pm Conference close

Please note: Program subject to change