Conference Program 

Wednesday, June 16 

4:00pm Conference registration opens at Grand Chancellor
THEME: PLACE BASED EVENTS. HOW THEY CAN PLAY A FUNDAMENTAL ROLE IN PLACE BRANDING
4:15pm The Unconformity – The evolution from a bi-annual three day event, in to a year round vehicle to that amplifies Tasmania’s unique West Coast identity to the world.
Travis Tiddy – Artistic Director, The Unconformity
5:00pm Cheers and peers – Grab a Tasmanian drink and meet your fellow place branding peers
6:00pm Explore Dark Mofo’s famous Winter Feast on Constitution dock (Tickets complimentary with Wednesday’s registration)

 

Thursday, June 17

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

THEME: WORLD’S BEST PRACTICE PLACE BRANDING

9.10am Why Tasmania The story behind one of the world’s most ambitious place branding projects.
Todd Babiak – CEO, Brand Tasmania
9.30am Q&A with Brand Tasmania team
Nick Haddow – Chairman
Brett Torossi – Director
Todd Babiak – CEO
10.10am Morning tea

THEME: DOMESTIC MIGRATION PATTERNS. HOW TODAY’S SHIFT TO REGIONAL AREAS COMPARES TO WHAT WE KNEW PRIOR TO 2020

10.40am Speaker to be announced soon!
11.05am Post-covid places, and why your data isn’t good enough
Jessica Christiansen-Franks – CEO and Co-founder, Neighbourlytics
11.30am Not just the icing on the cake: Examining the role of creativity and innovation in Place Branding strategies
Andy Hoyne – Founder, Hoyne
11.55am 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
12.20pm Lunch

THEME: REGIONAL PLACE BRANDING. HOW REGIONAL AND REMOTE COMMUNITIES CAN MAXIMISE OUTCOMES USING LIMITED RESOURCES

1.20pm Place Branding on a budget – The story behind the extraordinary success of rural town Kaniva, and how it’s point of collective identity, the humble sheep, has helped drive the town’s growth and prosperity
Helen Hobbs – Secretary, Kaniva Progress Association
1.45pm City of Wangaratta – The rural city of “Happy little locals”. A campaign designed to attract mobile Melbournians from the city to the region. The planning, strategy and results delivered.
Lucy Clark – Director of Strategic Marketing, City of Wangaratta
Jamie Chubb – Director of Community & Wellbeing, City of Wangaratta
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
2.35pm Tasmania’s renewable energy industry and how it helps position the state for future economic prosperity
Peter Gutwein – Premier of Tasmania
3.00pm Afternoon tea

THEME: WHY, HOW AND WHAT. SETTING THE OBJECTIVES AND MEASURING THE OUTCOMES OF A PLACE BRANDING PROJECT 

3.30pm Speaker to be announced soon!
3.55pm Measuring the impact and Return on Investment of a Place Branding strategy. Conference discussion – Led by a panel of place branding and evaluation specialists, in this session the room will explore the recurring questions of ;
I. Why Place Branding?, II. What are the tangible outcomes that can be delivered by an effective one? and III. How does one measure those outcomes?
Anne Hardy – University of Tasmania
Andy Hoyne – Hoyne
Anne Lane – Queensland University of Technology
Todd Babiak – Brand Tasmania
4.40pm Cheers and peers – Grab a Tasmanian drink and meet your fellow place branding peers

 

Friday, June 18

8.30am Morning tea and coffee
9.00am Fish bowl – The big questions from yesterday
Tim Riches – Strategy Director, Principals

THEME: LEVERAGING A NATION BRAND. POSITIONING YOUR PLACE’S BRAND UNDER THE UMBRELLA OF THE NATION’S

10.00am 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
10.30am NZ Storytime – Evolving a Tourism Brand into a Nation Brand. At the forefront of innovative and successful Destination Marketing for decades, NZ Story deepens New Zealand’s narrative with the world. A look at the good, bad and ugly of what NZ Story have seen in the world of Place Branding over the past seven years
Rebecca Smith – Director, NZ Story
11.00am 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.
1.00pm Conference close

Please note: Program subject to change