Speaker: Jesse Desjardins, Head of Social, Tourism Australia

Our industry is no stranger to content marketing. Airlines have had their own magazines for decades, hotels have distributed local guides and tourism boards have produced elaborate websites and visually rich stories to promote their destinations. But a lot has changed recently. This lab will look at our issues, our challenges and most importantly our opportunities.

Led by Tourism Australia's Head of Social, this lab will provide an in-depth and multi-perspective look at:

• The State of Content in Travel - How insights from this year's conference can be applied to our industry, what the trends are and what we can anticipate next
• Comparing Stories - Tourism Australia's Journey with Social and Content and how the organization became the most followed destination on Facebook, Google+ and Instagram and what the next big focus is.
• Your Stories - We'll compare anecdotes and discuss what's changed in your organization.
• Giving More & Capturing More - We'll talk about creating content that's not only interesting, useful and entertaining but also leads the consumer along the path to purchase.
• Websites vs Social, or both? - How do we effectively storytell for each platform? We'll look at how to tailor your brand messages for each popular platform and discuss what works and what doesn't.
• The Best Ideas - We'll look at this year's best content examples from across the industry and talk about how to steal great ideas from outside and remix them into our own strategy.
• Resourcing, Building the Right Culture and Your Role as a Leader - From building a Newsroom through to Newsjacking, we'll look at what resourcing requirements we need to have in place to make it happen.

Come spend the day surrounded by your industry peers in an unusual and highly interactive lab. We'll learn from our questions and compare agendas with one big aim: to leave with a new way of thinking.