IN ASSOCIATION WITH

A warm welcome to the 2017 Mumbrella Travel Marketing Summit.

This is the third year we have shone the marketing spotlight on travel, and we are delighted to present another stellar line-up of speakers and panellists from across the industry.

As we all know, technology, and how to exploit it, is at the forefront of a marketer’s thinking. With that in mind we have developed a number of sessions addressing the latest technological and digital advancements that are so important to the modern travel marketer.

We will hear how Hawai’i Tourism and Expedia implemented facial recognition technology to drive consumers down the path to purchase, listen to a panel of travel marketers discuss their experiences with virtual reality, and learn how data can form the backbone of a travel marketing strategy.

We are also fortunate to have secured an on-stage interview with Virgin Australia’s Chief Marketing Officer Inese Kingsmill, who swapped the world of telecommunications for aviation at the end of 2016. Inese will discuss her new role and share her experience and insights into the world of marketing in what is certain to be a fascinating chat with Mumbrella’s Alex Hayes.

Many other topics will be covered during the day, with experts exploring the world of mobile marketing, content creation and the customer experience.

While opportunities abound in travel marketing, the volatile state of the world means it’s not without its challenges. To reflect this reality, we have a keynote session on marketing through a crisis that we hope every marketer will find valuable.

We are enormously grateful to our sponsors, including headline sponsor Bing Ads, for supporting the summit and of course we extend a big thank you to all our speakers and panelists who have given up their time to share their wisdom, knowledge and insights.

To delegates, we urge you to make the most of the day. That means attending as many sessions as possible, getting involved in the debate and asking questions.

As ever, it is by challenging one another and challenging ourselves that we are able to face the future better prepared and with deeper knowledge and understanding.

Enjoy the day.

WELCOME

Martin Lane, CEO, Mumbrella

IN ASSOCIATION WITH

SPONSORSHEADLINE SPONSORS

SUPPORTERS

PLENARY

8:25am Welcome - Martin Lane, CEO, Mumbrella

8:30am Trends and Spends: Where Are Marketers Splashing The Cash?

9:15am INTERNATIONAL KEYNOTE: How Hawai’i Tourism and Expedia Are Using Technology to Drive Consumers Down The Path to Purchase

10:00am An Audience With…Virgin Australia Chief Marketing Officer Inese Kingsmill

10:30am Morning Tea

STREAM ONE STREAM TWO

11:15am

Connecting The Dots: Using Data to Create a Seamless Travel Marketing Strategy

Illuminating The Consumer’s Digital Travel Journey

12:05pmGetting The Message: Reaching Consumers in a Mobile World

Modern Family: Who Are The Real Decision Makers and How Should Travel Marketers Reach Them?

12:50pm Lunch

STREAM ONE STREAM TWO

1:00pm

Tourism and Discovery: How Travel Marketers Acquire Customers in The New Web

1:45pm Providing a Customer Experience and The Science That Sits Behind It

Travel and Tourism in The Virtual World

2:35pm The Art of Storytelling: How to Write Great Content

The Power of Branding

3:20pm Afternoon Tea

PLENARY

3:45pm Marketing Through a Crisis

4:30pm KEYNOTE: The Marketing Journey of Australia’s Biggest Travel Advertiser

5:15pm Networking Drinks

6:00pm Travel Marketing Awards

6:40pm Drinks & Canapes

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8:30am

Trends and Spends: Where Are Marketers Splashing The Cash?

There are a growing number of channels where travel marketers can spend their budget. From traditional platforms, to social, search, native advertising and content marketing, the number of ways to reach the consumer is head-spinning. But what are the trends? Are we seeing a return to TV and radio? Is digital motoring ahead? Is print continuing to decline? Standard Media Index will present the latest stats from the travel sector with a panel providing expert analysis on current trends.

Jane SchulzeManaging Director

ANZ, Standard Media Index

Mark McCraith CEO,

Maxus Australia

Kim PortrateCEO,

Think TV

Debra FoxGlobal Sales &

Marketing Director, APT

Tim BurrowesFounder & Content Director, Mumbrella

(Moderator)

9:15am

INTERNATIONAL KEYNOTE: How Hawai’i Tourism and Expedia Are Using Technology to Drive Consumers Down The Path to Purchase

Technology is transforming the way travel brands and destinations interact with prospective customers, as marketers look to showcase their products in ever more engaging and immersive ways. In this international keynote, Hawai’i Tourism Authority and global online giant Expedia explain how a collaborative approach using facial recognition software has taken marketing technology to the next level. This joint presentation will detail how the technology works, what travel marketers can learn from their experiences, and what the results have been to date.

Leslie DanceVP of Marketing

& Product Development, Hawai’i

Tourism Authority

Noah TrattGlobal Senior VP, Media Solutions Team, Expedia

Martin LaneCEO, Mumbrella

(Moderator)

8:25am Welcome - Martin Lane, CEO, Mumbrella

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10:00am

An Audience With... Virgin Australia Chief Marketing Officer Inese Kingsmill

A little over four months ago, Inese Kingsmill landed the top marketing job at Virgin Australia following a five-and-a-half year career with Telstra. In this on-stage interview, Mumbrella’s Alex Hayes and Inese will discuss her transition from the telco industry to aviation, how she is approaching the challenges of the airline sector and where she sees the future of marketing. This session provides a great opportunity to hear from one of Australia’s top marketing minds.

Inese KingsmillChief Marketing

Officer, Virgin Australia

Alex HayesHead of Mumbrella Bespoke, Mumbrella

(Moderator)

10:45am Morning Tea

11:15am

STREAM ONE

Connecting The Dots: Using Data to Create a Seamless Travel Marketing Strategy

Today’s traveller is more connected than ever, as they discover, search, and book travel on dozens of sites across multiple devices. The traveller’s path to purchase becomes even more complex as they move through apps, social media, comparison and supplier direct sites. In this session, Sojern SVP Enterprise Solutions’, Stephen Taylor, explains how a holistic data set is the key to tying this together in order to create a comprehensive marketing strategy.

Stephen TaylorSVP Enterprise

Solutions, Sojern

Phil LeesInsights Manager,

Intrepid Group

Krish RajaHead of Data & Programmatic

Product Sales, Nine Entertainment Co

Alex HayesHead of Mumbrella

Bespoke, Mumbrella

(Moderator)

STREAM TWO

Illuminating The Consumer’s Digital Travel Journey

There are multiple journeys that customers undertake throughout the travel research stage, and search is entrenched across the entire journey. This has enabled us to explore the common paths and trends that emerge from the data. Microsoft’s Deb O’Sullivan takes a deep-dive into digital research paths around favourite Australian destinations and unearths insights which can help provide a better understanding and a deeper, richer connection with the audience.

Deb O’SullivanHead of Strategic Sales, Microsoft

Search Advertising

Vivienne KellyEditor, Mumbrella

(Moderator)

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12:05pm

STREAM ONE

Getting The Message: Reaching Consumers in a Mobile World

The mobile phone: it’s often the first thing we look at in the morning, the last thing at night – and hundreds of times in between. No wonder brands are adopting a mobile-first approach as they seek to reach consumers. Not only that, but marketers are increasingly using mobile messaging apps to communicate with potential travellers. In this session, experts explore the power of mobile and examine how social platforms, brands and agencies are using mobile to drive both online and offline sales.

Douglas NicolFounder,

On Message

Katie Rigg-SmithCEO, Mindshare

Paul NahounTravel Industry

Lead, Australia & NZ, Facebook

Matt GranfieldExecutive Director Marketing & Digital,

Mantra Group

Kim McKayFounder & Director,

Klick Communications(Moderator)

STREAM TWO

Modern Family: Who Are The Real Decision Makers and How Should Travel Marketers Reach Them?

Travel marketers sell a product we all want to buy. But who are the real decision makers and influencers? Who, ultimately, decides which holiday to book? This session will offer insights into who travel marketers should be targeting and how to reach them. It will feature presentations from children’s entertainment network Nickelodeon and baby boomer publisher YourLifeChoices who will unveil research that will question and challenge commonly held perceptions on the dynamic of the modern family.

Kaye FallickPublisher,

YourLifeChoices

Katrina McCarterAuthor,

Marketing to Mums

Keith StanleyDirector,

Marketing Express

Kirsty BloorSenior Director,

Research, APAC, Viacom

Carolyn ChildsCEO & CO-Founder My Travel Research

(Moderator)

12:50pm Lunch

EVERY BRAND HAS SOMETHINGWAITING TO BE DISCOVERED

1:45pm

STREAM ONE

Providing a Customer Experience and The Science That Sits Behind It

We all know that attracting, converting and retaining consumers is the holy grail for any marketer. And that is achieved as much through providing a quality customer experience as it is through traditional marketing. Behavioural scientist Bri Williams discusses how to use science to develop better user experiences in digital design, while the session will also hear from travel brands on how they provide an integrated customer experience across multiple channels.

Bri WilliamsBehavioural Specialist,

People Patterns

Michael LondreganMD, Virtuoso

Australia, NZ & Asia

Jeremy MedinaHead of CRM, Loyalty

& Partnerships, Flight Centre

John QuertermousHead of Marketing &

Tourism, Opera Australia

Simon CanningMarketing & Advertising

Editor, Mumbrella (Moderator)

STREAM TWO

Travel and Tourism in The Virtual World

Virtual reality has been tipped to come of age in 2017. As the technology improves, and accessibility for consumers becomes easier, brands have an opportunity to showcase their products in an immersive way that could improve conversion rates. But will this really be the year VR becomes more than a gimmick and enters the mainstream of travel marketing? Brands including Hawai’i Tourism Authority and Qantas will discuss their experiences with VR, how it has worked and what the future may hold for the technology.

Leslie DanceVP of Marketing & Product

Development, Hawai’i Tourism Authority

Kristin CarlosHead of Digital & Entertainment,

Qantas

Vanessa StavrouHead of Marketing,

Contiki

Denny-Lyn DixonGeneral Manager,

Marketing, Hamilton Island

Nick BakerCEO,

Red Balloon (Moderator)

2:35pm

STREAM ONE

The Art of Storytelling: How to Write Great Content

The phrase ‘content creation’ has become part of marketing vernacular as brands strive to engage with consumers in authentic, entertaining and insightful ways. Yet delivering the right content and articulating the right message in the right tone has many marketers stumped. After all, no one likes an advertorial. This session will see experts in the field of content creation analyse and provide best practice on how to create great travel content and the pitfalls to avoid.

Lauren QuaintanceHead of Content,

Storyation

John MackenneyGM of Digital

Transformation, Tourism Australia

Nina KarnikowskiFounder &

Travel Writer, travelswithnina.com

Susie BayesGroup Account

Director, Guardian Labs

Justin JamiesonPublisher &

Managing Editor, get lost

(Moderator)

STREAM TWO

The Power of Branding

Global research firm YouGov will unveil the findings of newly-commissioned research exploring the trust and loyalty towards Australia’s travel brands, while also providing a snapshot of its rolling analysis of the health of the sector’s major players. The session will also feature a panel discussion exploring the power of branding and examining how brands can win that trust and loyalty.

Richard CurtisCEO, FutureBrand

Australia, NZ & Asia

Caroline DavidsonVisit USA Secretary & Director, Davidson

Communications

Katherine O’NeillHead of Marketing,

Trafalgar

Colin MarsonCo-CEO Asia Pacific,

YouGov(Moderator)

3:20pm Afternoon Tea

STREAM ONE

Tourism and Discovery: How Travel Marketers Acquire Customers in The New Web

1:00pm Lunch and Learn

Internet user behavior is changing. More than half of the content we consume we did not search for. How can marketers have their content including products and services discovered in the new web? Content Discovery on the open web is an alternative to social media and can drive higher engagement as well as ROI. Learn how to engage with users on the New Web and see case studies from related travel and tourism businesses.

Joe FranceCountry Manager, Taboola, Australia

Sponsored by

3:45pm

Marketing Through a Crisis

Whether the result of terrorism, political uncertainty or natural disaster, the world is becoming ever more volatile. Travel and tourism is one of the first industries to suffer, making the job of the travel marketer an increasingly tough one. So how do you restore people’s confidence and ensure they keep travelling during times of crisis? This session will feature two presentations, one examining how Christchurch continues to deal with the ongoing earthquake issue and a second looking at how the industry adapted its marketing in the aftermath of the attacks in France and Belgium.

Rowan WornerGM Marketing, Christchurch &

Canterbury Tourism

Jill CollinsOwner &

Managing Director, Barking Owl

Communications

Ingrid KocijanCommercial Director,

Rail Plus

Miranda WardDeputy Editor,

Mumbrella(Moderator)

4:30pm

KEYNOTE: The Marketing Journey of Australia’s Biggest Travel Advertiser

Since its launch three years ago, Luxury Escapes has become not only one of Australia’s fastest-growing travel companies, but was last month revealed as the country’s biggest-spending travel advertiser. Furthermore, it launched a TV program on Channel 7, a quarterly magazine and now boasts more than one million Australian members and a global workforce of 400. In this closing keynote, general manager Blake Hutchison will provide an insight into Luxury Escape’s expansive marketing strategy.

Blake HutchisonGeneral Manager, Luxury Excapes

Martin LaneCEO, Mumbrella

(Moderator)

5:15pm Networking Drinks

6:00pm Travel Marketing Awards

6:40pm Drinks & Canapes

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April 5, 2017 | Four Seasons Hotel Sydney