Conference Program 

Wednesday, March 9

3.00pm Conference registration opens at Grand Chancellor
THEME: PLACE BASED EVENTS. HOW THEY CAN PLAY A FUNDAMENTAL ROLE IN PLACE BRANDING
3.15pm The Unconformity – The evolution from a biennial 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
3.45pm Headline Speaker – Session title and abstract TBC
4.15pm Panel discussion –  Events – More than a stimulator of visitation. How connecting events to place can drive of lasting cultural change and fundamental shifts in a place’s identity. 
Scott Rankin – Creative Director, Big hART
Lindy Hume – Artistic Director, Ten Days on the Island and Four Winds Festival, Bermagui
Brian Ritchie – Festival Curator, Mona Foma
5.00pm Cheers and peers – Grab a Tasmanian drink and meet your fellow place branding peers
5.30pm Networking – more information to come

 

Thursday, March 10

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 Brand Tasmania, City Nation Place’s 2021 Place Brand of the Year, and 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: PLACE BRAND AND PLACE MAKING. EXPLORING THEIR INFLUENCE ON EACH OTHER

10.40am Post-covid places, and why your data isn’t good enough
Jessica Christiansen-Franks CEO and Co-founder, Neighbourlytics
11.05am Hubs of Health: Place branding strategies at the heart of knowledge and health precincts
Andy Hoyne – Founder, Hoyne
11.30am How Australian arts and cultural precincts establish place identity and lead place brand activation
Rhod Ellis-Jones
Founder, Ellis Jones
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 Tasmania’s renewable energy industry and how it helps position the state for future economic prosperity
Peter Gutwein – Premier of Tasmania
1.45pm 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
2.10pm 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.
Jamie Chubb –
Director of Community & Wellbeing, City of Wangaratta
2.35pm From Tasmania’s tough West Coast to Launceston’s community undercurrent – How people, place and storytelling are at the heart of lasting Place Branding success
Jason Little – For the People
3.00pm Afternoon tea

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

3.30pm Are you wasting your communities’ limited resources? The need for Government to align collective identity, community resilience and place brand
Toby Kent
– Founder, EllisKent consulting. Ex-Chief Resilience Officer, City of Melbourne
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?

Andy Hoyne – Hoyne
Dianne Dredge – Director, The Tourism Colab
Todd Babiak – CEO, Brand Tasmania
Can Seng Ooi – University of Tasmania
Jessica Christiansen-Franks – CEO and Co-founder Neighbourlytics
4.40pm Cheers and peers – Grab a Tasmanian drink and meet your fellow place branding peers

 

Friday, March 11

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

THEME: LEVERAGING THE WORK AND RESEARCH OF NATION AND REGIONAL BRANDS. HOW TO POSITION YOUR PLACE’S BRAND UNDER THE UMBRELLA OF OTHERS

9.40am 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
10.10am 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
David Downs – CEO, NZ Story
10.35am Move to More – The supercharging of Australia’s migration from Metropolitan to Regional
Liz Ritchie – CEO, Regional Australia Institute
11.00am Morning tea
11.20am 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.
12.30pm Conference close
Please note: Program subject to change