For the last few weeks we’ve been revealing the names who’ll be inspiring you on all things travel and beyond at this year’s MATTER, brought to you by Tourism Australia and hosted at The Source (see the MATTER page for the full line-up). Today, we’re introducing the five bright sparks who’ll be gracing the SUITCASE stage, as curated by SUITCASE Magazine.
As the definitive multimedia travel and fashion publication that redefines luxury travel for a millennial audience, the speakers on the SUITCASE stage will be schooling you on how to reach today’s generation of savvy travellers, delving into everything from how to go beyond the Valencia filter on Instagram; the true meaning of wellness outside every hipster’s favourite of avo on toast; and using newsletters and podcasts to embrace the power of micro.
BEYOND AVOCADO TOAST: HOW TO CUT THROUGH THE WELLNESS CLUTTER
Cook, consultant and co-founder, Hemsley + Hemsley
WHO: Melissa Hemsley is a healthy and effervescent self-taught cook, TV host, cookbook author, and half of the Hemsley + Hemsley empire, which includes a café in Selfridges, London. Melissa consults with companies to make their food offering more balanced and her third (and first solo) cookbook, Eat Happy, will be out next year.
WHAT: The wellness movement has now become so popular, there’s an overuse of (and confusion around) its terms and what they really mean to wellness-savvy travellers. Melissa will discuss how you can distinguish between bland, bandwagon-jumping buzzwords and truly transformational F&B programmes, as well as how brands can tailor their F&B offering to impact travellers in the long term by engaging with the idea of ‘travel by prescription.’
GO MICRO FOR MAXIMUM IMPACT: HOW TO LEVERAGE THE POWER OF NICHE COMMUNITIES
Digital consultant, broadcaster, lecturer and author
WHO: Emma Gannon is a digital consultant, broadcaster, lecturer and author. The former social media editor of British Glamour, she has an award-winning blog and has been published everywhere from the Telegraph to Teen Vogue. Emma’s newsletter has been recommended by magazines such as Metro, Grazia and Harper’s Bazaar and her podcast, CTRL ALT DELETE, has had over a million downloads since launch, building a strong community of millennial women.
WHAT: 2017 has been the year that newsletters and ultra-specific podcasts with small but intense listenership have become popular again, growing small, concentrated communities who work together to kickstart campaigns via word of mouth. This change brings about many questions regarding numbers vs. engagement: for example, is a community of 10k influential newsletter subscribers more or less important than a million averagely-engaged followers on Twitter or Instagram? Emma will discuss micro-influencers, the power of small communities and the importance of niches, especially on social media, whilst decoding what this means for the travel and lifestyle industry.
OIL BE THERE: USING COOKING OIL AND COMMUNITY SPIRIT TO POWER AN ECO-ADVENTURE
Enterpreneur and reporter
WHO: Andy Pag is an award-winning BBC TV reporter who spent two years driving around the world powered by used cooking oil in an old school bus, salvaged from a scrapyard and turned into a home using reclaimed materials. This journey was part of a series of experimental expeditions searching for a way to travel sustainably. Andy has driven a chocolate-powered lorry to Timbuktu in Mali, the world’s first carbon negative expedition. He also organised the ‘Grease to Greece’ rally for cars fuelled on restaurant scraps.
WHAT: After searching for a sustainable way to travel for years, eco-experimenter Andy embarked on a journey so ambitious, it was bound to end in disaster. Strangely, it didn’t. He puts the unexpected success of his drive around the world, fuelled by used cooking oil, down to the enthusiasm of people for helping out a stranger. Andy will share tales of generosity and friendship and draw surprising conclusions about the power of community and embracing difference.
PICTURE PERFECT: HOW TO TAKE THE PERFECT PHOTO AND BUILD YOUR FOLLOWING ON INSTAGRAM
RICHARD LEE MASSEY
Content Creator & Digital Marketer, Studio Unseen
WHO: Richard is the in-house PR Director of Unlisted Collection, home to six hotels and 19 restaurants based across London, Singapore, Shanghai and Sydney. His primary focus is on press and marketing, with emphasis on social media. With an inside track on the food, drink and travel scene, Richard’s Instagram grew organically and rapidly, further spurring him on to focus on content creation and digital marketing under his umbrella brand, Studio Unseen — also home to Unseen 24/7, a culture and lifestyle newsletter founded alongside journalist Chloe Sachdev.
WHAT: Travellers are now totally savvy to the practical uses of Instagram, even going so far as to plan their trips entirely on the platform. However, travel brands are still sometimes failing to create content that truly taps into this mindset. Richard will explain how to design, take and share beautiful, zeitgeist-surfing Instagram images, delving into everything from the right apps and editing tools to use down to crafting engaging hashtags and captions.
SEEING CLEARLY: HOW TO KNOW WHEN IT’S TIME TO REBRAND – AND WHAT TO DO NEXT
Managing Director, Zanzan Eyewear
WHO: Ed Conway is the Managing Director of Zanzan Eyewear, an eyewear range that is designed in London and 100% handmade in the Prosecco Hills of Northern Italy: the heartland of Italy’s historic eyewear industry. Using innovative production methods alongside old world craftsmanship, Zanzan produces frames of the highest quality using only the very best Italian materials throughout.
WHAT: Many travel brands rely on traditional marketing tropes and clichés to communicate their message, alienating modern consumers and falling behind in a highly visual and brand-literate society. Fresh from the process of rebranding Zanzan Eyewear, Ed will explain how brands can know when it’s time to shake things up – as well as providing practical tips on how to revamp your design and content without breaking the bank.
STAGE CURATED BY
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