Instagram. Content marketing. Sponsored editorial. Native content. Travel blogging. Social media. The PR revolution. Branded publishing. Modern earned media. Snapchat. Influencer marketing. New-age storytelling. Digital journalism. Modern storytelling. Third-party endorsement. Facebook campaigns.
The most useful event you'll attend this year.
Allow us to introduce:
A priceless guide to branded storytelling.
Friday 22 September, 9:00am - 5:30pm

Intercontinental Sydney, 117 Macquarie St, Sydney
What are the new rules of working with traditional media?
And what does the future of PR look like?
How do you create influential campaigns that deliver on ROI?
How do you improve your brand's social strategy?
Can we produce better marketing through brilliant storytelling?
How can we work smarter with media, content and influence?
Is authentic engagement still possible through Instagram?
How do you grow your own killer social accounts?
Cheating, authenticity and real influence
What's the best practice framework for choosing influencers?
What does a successful content strategy actually look like?
And how do you create your own?
Make better use of modern media.
Get more eyeballs on your brand.
Walk away with concrete advice you can implement today.
From the subtle art of pitching digital editors to crafting brilliantly influential social campaigns, this conference will give you advice you can actually use.
A different kind of conference, by Georgia Rickard, Lauren Bath and Liz Carlson.

Meet the curators

Georgia Rickard

Contributing editor to Tourism Australia, former Fairfax travel editor and award-winning former editor of Australia’s largest selling travel magazine Australian Traveller, Georgia Rickard is an established travel journalism expert with significant industry experience. On behalf of Tourism Australia’s official content agency, Storyation, she is currently the commissioning editor for, overseeing the editorial for stories seeded out to an audience upwards of 12 million. She contributes to a range of publications, which have included AFAR, The Sunday Times and the travel section of world’s biggest news site, In 2015 she oversaw content production on Tourism Australia’s latest global campaign, Coastal and Aquatic Australia and in 2016 became Australia’s contributing travel presenter for CNN, on behalf of Destination NSW. She is an Airbnb ‘Insider’ and has previously consulted to Airbnb’s US offices.

Lauren Bath

Deemed ‘Australia’s first professional instagrammer’ by national media, Lauren Bath pioneered the Australian influencer industry. She has an impressive client list, having worked with global destination marketing bodies including Tourism Australia, Switzerland Tourism, Tourism South Africa, Tourism New Zealand, Canadian Tourism Commission, Visit California and Visit Dubai, as well as many major brands such as The Plaza New York, Travel Insurance Direct, VAIL Resorts, Helloworld, Intrepid Travel, Visa Australia, Australia Post and Moët & Chandon. With a dedicated audience of close to half a million followers (464,000 at last count), she is not only one of Australia’s most powerful travel instagrammers but a savvy social media consultant, who provides ongoing campaign management, consultancy and education to several major industry bodies. In 2015 she was a Finalist in the Gold Coast Women in Business Awards in the “Women for Change” category. She has been featured in Travel + Leisure, Daily News, and Mashable, among many others.

Liz Carlson

Liz Carlson is the founder of the world’s top travel blogs, Young Adventuress. An American based in New Zealand, she has been labeled “the future of New Zealand tourism” by national press. Having built one of largest, most engaged independent traveller audiences on earth, with a readership of 500,000 dedicated followers (not including her 180,000-strong Instagram following), she is a TEDx speaker, a BBC contributor and was recently invited to interview famed ethologist Jane Goodall on her upcoming tour. Liz and her work has been featured on New York Times, Huffington Post, Forbes, Buzzfeed and CNN, and in 2016 she was awarded silver travel blog of the year by the North American Travel Journalists Association (NATJA). She was honored by the Society of American Travel Bloggers the same year. Her blog has labeled named the top travel blog in New Zealand. She also runs New Zealand’s top Instagram account.

Conference program*.

9 - 9:30
Greetings, name badges and caffeine all round. Proceedings will commence at 9:30am sharp.
9:30 - 9:45
Introduction and housekeeping
9:45 - 10:30
The new rules of traditional media (and the very exciting future of PR)
Yes, media is dying a slow, ungraceful death. Or is it? There’s never been a more exciting time to work with media, actually – if you know how to adapt. An updated look at best approaches to securing ‘traditional’ exposure, with insight into working with digital journalists, native and sponsored content, and the wildly proliferating network of new magazines, online outlets and other content channels now available. The sky’s the limit, baby!
10:30 - 11:15
Better marketing through brilliant storytelling: how to work smarter with bloggers (and beyond)
Who else has an inbox full of influencer pitches? Stop wasting your time trying to decipher who’s worthy from the frauds. This isn’t just a guide to determining who to work with and what to commit to; it’s a no-bull breakdown of how to work with bloggers from start to finish, and everything you need to know in the middle. Tell better stories that achieve your brand’s aims, develop effective campaign ideation strategies, negotiate better campaigns and of course, get the best from blogger investment.
11:15 - 11:45
A good morning tea
11:45 – 12:30
Instagram your way to a better brand: how to grow your own kick-ass account
A point-by-point breakdown of not only how to establish your own kick-ass Instagram account, but how to make it flourish. We’re also going to show you two useful ways of working with influencers, the ins and outs of planning an influencer campaign, and best practices pre-, during and post-campaign.
12:30 – 1:15
Clever content: what it looks like, how to create your own, and why this topic matters to you
Screw the airy-fairy concepts: this is an honest guide to effective branded story-telling. The new world order of content is upon us, and it offers limitless opportunity for your brand(s) to engage clients and consumers in a more meaningful way. Even if you’re not ready to commit to a content strategy, you can’t afford to be ill-informed of what’s coming – like the PR wave, and the advertising wave before that, content is set to legitimately revolutionise the way brands approach consumers forever.
1:15 – 2:15
A proper lunch
2:15 – 3:00
Upping your social game: how to run branded campaigns that work
Guess what: most of us aren’t getting best ROI from our social efforts. This is a two-part guide to the best social practices for your brand, complete with info you need to grow killer social channels and build a community of people who adore you in addition to all the tools, info and facts you need to make sure your campaigns launch perfectly.
3:00 – 3:45
Cheating, authenticity and real influence: an update on best practice with Instagrammers
Can you truly measure influence on Instagram? (Yes.) Let us show you how. From researching and finding the right grammers for your brand to negotiating returns, measuring success and managing both deliverables and expectations (on fees, results and your client/CEO’s perception), here’s how to qualify your investment on Instagrammers and how to get the most influential result from them, too.
3:45 – 4:00
Decent afternoon tea
4:05 – 5:30
New media, old media and everything in between: a panel discussion
Moderator to be announced.
*subject to change.

And did we mention the best bit?

Champagne & Networking
Join us for bubbles, beers and brilliant views across Sydney at the evening's networking event, brought to you in proud association with TravMedia. This networking event is exclusive to delegates.
- Brought to you by -

Who's attending?

Destination marketing organisations
Travel brands
Marketers and PRs
...and you!
9:00am - 5:30pm
Networking drinks to follow
Friday 22 September, 2017
James Cook Ballroom,
Intercontinental Sydney,
117 Macquarie Street, Sydney
Early bird admission: $695
Regular admission: $795
117 Macquarie Street, Sydney
All prices inclusive of GST

In proud partnership with