Conference Program

Wednesday, March 9

2.30pm	Conference registration opens at Grand Chancellor
THEME: PLACE BASED CULTURAL EXPRESSION AND MAJOR EVENTS. HOW THEY CAN PLAY A FUNDAMENTAL ROLE IN PLACE BRANDING
2.45pm	Taking a bigger picture view of your place – The impact of taking a “landscape-oriented” approach to creative practice Dr Lindy Hume AM, Artistic Director – Ten Days on the Island, Four Winds Festival
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	Cultural Justice and Place Brand – Everyone, everywhere has the right to thrive Scott Rankin – Creative Director, Big hART
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 Travis Tiddy – Artistic Director, The Unconformity
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	Ballarat’s meteoric rise to regional destination of choice – Finding unity and authenticity in a deep understanding of local wants and aspirations Kelli Moran –Team Leader Economic Growth – City of Ballarat
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	Aligning cross-sector and departmental resources to align collective identity, promote place brand and build community resilience. Toby Kent – Founder, EllisKent consulting
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 Riches – Strategy 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
9.30am	Move to More – The supercharging of Australia’s migration from Metropolitan to Regional Liz Ritchie – CEO, Regional Australia Institute
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* David Downs – CEO, NZ Story
11.00am	An ANZAC themed fireside chat. A Q&A with Fiona and David, the heads of Australia and New Zealand’s nation brands.
11.30am	Morning tea and conference close
	Given the anticipated reduction in numbers at the conference in a face-to-face capacity, we will be replacing the previously listed “Meeting of the minds” session with another speaker to be confirmed in the weeks ahead.

Please note: Program subject to change