Tourism Australia, Digitas Australia & TBWA Sydney among launch line up for Mumbrella Travel Marketing Summit

Senior leaders from Tourism Australia, Digitas Australia, TBWA Sydney and Urban List are among the first speakers announced at the 2021 Mumbrella Travel Marketing Summit.

Returning as a live event on 28 October at the Sheraton Grand Hyde Park in Sydney, the summit comes at a key time for the travel industry, as the COVID-19 vaccination program reopens Australia’s tourism doors, and as the world recalibrates to a new future of international travel.

Andrew Waddel (left) and Katrina Alvarez-Jarratt

Andrew Waddel, general manager of Tourism New Zealand – Australia and Katrina Alvarez-Jarratt, creative director of TBWA Sydney, will reveal the concept, strategy and execution of their PLAYNZ campaign, presenting to the world a country through the visual language of a video game. They’ll discuss how planning combined with pivoting to create a timely and innovative experience.

Susannah George

Founder and CEO of Urban List, Susannah George, will present findings from a recent report, ‘Wanderlust of Wanderbust: Travel Marketing In A New Australia’, following the surveying of  more than 1,600 Australians and interviews with travel industry experts.

Focusing on local travel, George will reveal how to shift the perception and ditch the cultural cringe to present our country’s backyard as a place worthy of that next holiday.

Maurice Riley (left) and Paul Bailey

Meanwhile, Paul Bailey, general manager of digital strategy and transformation at Tourism Australia, and Maurice Riley, chief data officer of Australia and New Zealand for Digitas Australia, will discuss how to execute more exact audience targeting to reach local travellers, and better prepare for the return of international tourism.

In ‘Take Control of Tourism’s Recovery by Taking Control of Data’, they’ll share how their first-of-its kind data platform allowed them to better connect with potential travellers and demonstrate how data usage can better prepare your brand for the return of international tourism.

Further sessions and panelists will be announced in the coming weeks.

The Mumbrella Travel Marketing Summit will take place in Sydney on 28 October. Tickets are on sale now.


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