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The Australian Ballet, Laneway, Twitter and CRA confirmed as Mumbrella Entertainment Marketing Summit launches

The Australian Ballet’s transformation to capture new audiences despite deep-rooted stereotypes will be revealed at the Mumbrella Entertainment Marketing Summit.

Rowland will describe how The Australian Ballet is attracting new audiences

Director of marketing, commercial and audience development, Penny Rowland, will take the stage to unveil how the company found a new marketing rhythm to make ballet more accessible to a more diverse audience without sacrificing its roots and heritage.

The Mumbrella Entertainment Marketing Summit will take place at The Star in Sydney on November 22. Earlybird tickets are available now. 

Marketing festivals in a digital world with entertainment at consumer’s fingertips will also be addressed in a special panel featuring marketers from the St Jerome’s Laneway Festival and the Royal Melbourne Show.

Zajko and Guerra are the first speakers announced on a panel discussing marketing festivals

Chris Zajko, head of marketing at St Jerome’s Laneway Festival, and Paul Guerra, the CEO of the The Royal Agricultural Society of Victoria, organiser of the Royal Melbourne Show, are the first confirmed to explore the challenges and opportunities of new technology platforms for festivals. They’ll discuss how the platforms fit into marketing strategies attempting to pull consumers out of their routine to a live event.

Meanwhile, Twitter’s evolution from 140-character microblog to a challenger in the broadcast space will also be put in focus.

Laws will take the stage to explain how and why Twitter is marketing its video opportunities to brands

Lottie Laws, Twitter’s head of video for Australia, will reveal the platform’s strategy around opening in-stream video ads to all advertisers, plus its high-profile World Cup content partnership with SBS.

She will discuss how Twitter is building its video capabilities for marketers, how it creates partnerships with major brands and networks, and the trends it is seeing in video use globally.

Is radio becoming increasingly hard to market? Lang and Warner will join a panel to discuss its identity

In addition, senior figures from radio will face the implications of recent headlines and scandals head-on, and look at whether past issues affect the current reputation of one of the oldest mediums around.

Macquarie Media CEO Adam Lang will join Commercial Radio Australia CEO Joan Warner and Amplifi chief investment officer Ashley Earnshaw on a panel looking at the value proposition for the medium and how it is promoting itself to brands to wrestle revenue off competitors.

Earnshaw will also join the panel discussing radio’s identity

The Entertainment Marketing Summit takes place at The Star in Sydney, on November 22. Earlybird tickets for the summit are currently available here. Entry into the Entertainment Marketing Awards are also still open, with 19 categories across branded entertainment and marketing entertainment brands. To download the criteria and enter, click here.

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