By now you’ll have heard that this year MATTER is transforming into PURE’s first ever un-conference (if not, where have you been?!); but past participants will be pleased to find that it’s not all change. LEARN are forty-minute talks from individuals within the PURE ecosystem, containing insights that look at the experiential industry from a different perspective – if this sounds familiar, then let us tell you that the content certainly won’t. Get a taste for the line-up below and check the chalkboard when you arrive on Monday to find out when you can catch the speakers in action.
CHALLENGE ACCEPTED: DEVELOPING AND SAFEGUARDING THE BIODIVERSITY OF THE ISLAND OF PRINCIPE
Major General Buster Howes, CB OBE Royal Marines & CEO at Here Be Dragons
Buster talks about the challenges of sustainably developing and safeguarding the biodiversity of the Island of Principe in the Gulf of Guinea in partnership with its government and populace, including strategy, delivery and leading a multi-national team of people in isolated and austere conditions.
PR MASTERCLASS: HOW TO CUT THROUGH THE NOISE AND BE HEARD
Daisy Bird, Founder of BIRD Travel PR
Luxury travel and hospitality communications specialist Daisy leads a PR masterclass on how to develop a communications strategy that works – including tips and tricks that every hotelier, new or established, should know on how to cut through the noise and be heard. For a more in-depth, 90-minute workshop, look out for Daisy’s ACHIEVE session.
USER POWER: HOW TO MAKE USER-GENERATED CONTENT WORK FOR YOU
Gilad Goren, President of Raleigh&Drake
Statistics show that consumers trust and remember user-generated content more than brand-produced content. Gilad delves into the best practices for an effective marketing strategy using influencer marketing and user-generated content, including use of distribution channels.
SAFE NOT SORRY: KNOWING YOUR DUTY OF CARE
Christopher Palmieri, Senior Manager at Global Rescue
Christopher relays Duty of Care lessons learned and outlines tour operators’ obligations to identify, assess and mitigate the risks associated with any domestic or international travel programme – including medical, security and crisis preparedness planning and training, crisis communication and risk management.
DIGITAL SEDUCTION: 6 STEPS TO DIRECT-BOOKING SUCCESS
James Osmond, General Manager EMEA at Triptease
Previously co-founder of a global marketing strategy consultancy, James now heads up Triptease’s HQ in London, along with working as a marketing writer and commentator. He talks about the art of seduction in the digital world, sharing six steps to optimising your website for direct bookings.
LUXURY TODAY: INSIDE THE MINDS OF AFFLUENT TRAVELLERS
Joanna Young, Group Director of Strategic Planning at Team One and Jennifer Flowers, Deputy Editor of AFAR
Team One is an L.A.-based advertising agency focusing on luxury products, whose clients include Lexus and The Ritz-Carlton. Joanna offers exclusive insight into the changing values, behaviours and motivations of today’s affluent traveller.
TELL DON’T SELL: HOW TO GET YOUR BRAND NOTICED
Juliet Kinsman, Founding Editor of Mr & Mrs Smith & Travel Journalist
Juliet talks about how to get your brand noticed – including identifying your target audience; crafting a consistent brand voice; building a community and reaching the right influencers; and talking directly to them by sharing enlightening, inspiring stories that entertain and inform.
INSTAGOOD: UNDERSTANDING THE IMPORTANCE OF INSTAGRAM
Louis Sheridan, Founder of Discover & Escape and Social Media Editor at Mr & Mrs Smith
Responsible for single-handedly growing Mr & Mrs Smith’s Instagram following from 15,000 to over 100,000 in just one year, Louis discusses the role of Instagram in personifying a brand and converting social engagement to sales, focusing on finding a unique visual voice, growing your account organically and working with user-generated content. He’ll include an overview of Instagram’s new ‘Stories’ feature and a practical workshop. For a more in-depth, 90-minute workshop, look out for Louis’ ACHIEVE session.
COMMUNICATION STATIONS: SHARPENING BRAND & COMMUNICATION TECHNIQUES
Louise Beveridge, Communications Consultant
Louise shares insights on how to sharpen and modernise brand and communication techniques, explaining how to capture the essence of a brand in a competitive global digital marketplace, how a brand platform is built and how to turn this into a coherent communication system.
STORYMAKERS: HOW FILM & TV DEVELOPMENTS ARE CHANGING THE WAY WE TELL STORIES
Mike Davis, Writer, Producer & Director at Atlantic Productions
Mike explores how exciting new developments in film and television production are changing the way we tell stories – and what impact will it have on audiences who can now be transported anywhere in the world just by putting on a headset.
CREATIVITY UNCHAINED: EFFECTING CREATIVE THINKING IN BUSINESS
Niel Fox, Founder of Based On A True Story
Niel tells stories of the creative and unusual ways he’s travelled, which have come to define Based On A True Story’s service and set it apart from the competition; then discusses creative thinking in business – specifically in approaching briefs – and shares a few industry secrets worth knowing!
CONVERSATION STARTER: CONNECTING PEOPLE USING THE POWER OF CONVERSATION
Nicholas Marchesi & Luke Patchett, Founders of Orange Sky Laundry
Orange Sky Laundry is the world’s first free mobile laundry for the homeless. Nicholas and Luke share their vision to positively connect homeless people with communities worldwide through the power of conversation – evidence that small promises really can Change Worlds.
SCREEN TIME: HOW TO MAKE A BIG-IMPACT VIDEO ON A SMALL BUDGET
Ross Borden, Founder & CEO of Matador Network
Ross dissects why the web’s next mega-trend for video is so important, sharing tips for how small and medium-sized travel brands can make a big impact on their businesses by creating amazing video experiences with big reach and results, even on limited budgets.
ADAPT OR DIE: HOW SIDESTORY HELP PARTNERS CREATE EXPERIENTIAL TRAVEL EXPERIENCES
Giovanni Donaldson, Co-Founder of Sidestory and Serena Guen, CEO and Founder at SUITCASE
Find out how Sidestory travel have adapted to the rising trend of experiential travel and are helping their partners offer experiences that are adventurous, personalised and attuned to local culture.
A DIFFERENT PITCH: HOW TO TELL YOUR STORY TO THE PRESS
Chloe Sachdev, Freelance travel writer and Kate Hamilton, Editor-in-Chief at SUITCASE
The next generation of press don’t care about your Egyptian cotton sheets; they want unique stories that will inspire their readers to visit your hotel and its surrounding destination. Find out from Chloe and Kate how to tell your story and stand out.
SOCIAL MEDIA MASTERCLASS: TRENDS AND STRATEGIES TO HELP BUILD YOUR BRAND
Ashley Smith, Client Solutions Manager at Facebook
Ashley explains how the technology behind mobile creative has not only the power of awareness, but also the ability to convert onlookers into loyal customers. Join her to discover trends and strategies to help build your brand and drive your business objectives.
THE MODERN AWAY: BUILDING A BRAND FOR MILLENIALS
Jen Rubio, Co-Founder of Away
How do you innovate on customer experiences, brand identity, partnerships, voice and content to build a brand that appeals to the millennial traveller? On its way to $10 million in revenue in its first year, Jen explains why the Away brand they’re building is what differentiates their business.
COPING WITH CRISIS: FIVE STEPS TO REBUILDING
Tessum Webber, COO of Arctic Watch Wilderness Lodge & Arctic Haven Wilderness Lodge
Tessum gives a breakdown of how to rebuild in a crisis – including the importance of ‘crisis cash’; how to cut costs, spend meticulously and rebuild properly; why you should focus on core competencies; and how to draw on your passion and seize opportunity.
TRAVEL DESIGNER 2.0: THE EVOLVING ROLE OF AGENTS
Valerie Wilson, Founder, Chairman & CEO of Valerie Wilson Travel Inc. and Jennifer Flowers, Deputy Editor of AFAR
Valerie talks about how her business has changed, identifies the challenges and opportunities ahead, and offers insights into the habits and preferences of today’s traveller.
LESS IS MORE: INCREASING PROFIT BY DECREASING VOLUME
Marisol Mosquera, Founder of Aracari Travel Consulting
Marisol outlines how it’s possible to be a profitable niche player through staying focused on your original vision and committing to excellent customer experience, creativity and innovation.