Destination NSW CEO Steve Cox, media personality Ash London and Qantas CMO Jo Boundy to speak at Mumbrella360

Heavyweight industry professionals have joined the full-program for Mumbrella360: Reimagined, set to take place on 13-15 July in Sydney.

Cox, London and Coady

In a newly confirmed session, Destination NSW CEO Steve Cox will be joined on stage by media personality Ash London and Havas Media Australia CMO Francis Coady to reveal the inner workings of The Long Road content series.

The panel will share the thinking behind the idea as well as the insight, strategy, creative development, execution, and results of The Long Road, a digital first content series delivered to market in the past year by Destination New South Wales, Havas Media, Havas Sports & Entertainment and Emotive.

Featuring some of Australia’s most respected music talent including Amy Shark, Guy Sebastian, Baden Donegal from Ocean Alley, Troy Cassar-Daley, Polish Club and Connie Mitchell from Sneaky Sound System, The Long Road helped drive visitation to regional New South Wales after the highly fractured period of droughts, fires, floods and of course, COVID.

The series has reached more than seven million Australian’s online, with over two-and-half million views on YouTube alone.


Qantas CMO Jo Boundy has also confirmed participation in a session run by Storyation managing director, Lauren Quaintance.

In the session Quaintance, together with Crowd DNA, will reveal the findings of research that is the first of its kind in Australia, and use it to explore the idea that content has a clear purpose and cultural value for brands.

Mumbrella360: Reimagined takes place across three venues in Sydney from 13-15 July.  Tickets are on sale now.


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