More event details
The power of brand partnerships is not to be underestimated. When Tourism Australia brokered an agreement with Oprah to film three episodes of her talk show at the Sydney Opera House in December 2010, the whole world paid attention.
Other examples include celebrity brands endorsing consumer products, corporate brands sponsoring charities and even trusted household brands adding value to airline menus and hotel rooms (think Cadburys, Aveda and Apple).
So how do you choose the right brand to partner with? And how do you measure the value that an endorsement can bring? We will look at these topics and more in our April 20 Networx event, Joining Forces.
We will hear from Emma Sturgiss, PR Manager, Destination from Tourism Australia, who will discuss their recent Oprah House campaign and what the ‘Oprah effect’ means for our tourism industry.
Joining Emma will be Libby Hayes, who heads Corporate Partnerships, Licensing and Workplace Giving at the National Breast Cancer Foundation (NBCF). The National Breast Cancer Foundation (NBCF) is the leading community-funded national organisation in Australia supporting and promoting research into the prevention and cure of breast cancer. Libby works with numerous corporate partners, third parties and celebrity ambassadors to support the funding platforms.
We'll also be joined by Jade Harris, Marketing Manager for Dermalogica, who will be talking about FITE, a new philanthropic initiative the brand has developed in partnership with microfinance group Kiva.org. The brand has long been committed to supporting women in business, and its new FITE partnership aims to empower marginalised women worldwide.
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Here’s a sneaky peek at the speakers for this event.
Emma SturgissPR Manager, Destination, Tourism Australia
Emma Sturgiss is the Public Relations Manager, Destination at Tourism Australia. In her current role she is responsible for facilitating the opportunity to promote Australia as a destination of choice within key targeted international media channels. This involves developing targeted, relevant media materials for distribution via the Global News Bureau and international media website and working with Tourism Australia’s regional offices to develop public relations programs that focus on raising awareness of Australia as a destination of choice with consumers. Most recently she was the project manager for Oprah’s Ultimate Australian Adventure. Prior to Tourism Australia, she worked at the Travel Corporation as inhouse PR Manager for Trafalgar Tours and AAT Kings and at Savage Communications, a small boutique PR agency that specialised in tourism and travel PR.
Tiffany ScottMarketing Manager, Speedo Australasia
Tiffany’s role as Marketing Manager for Australasia is to ensure the Speedo brand is at the forefront of consumer’s minds when making a product choice in the swimwear market.
This entails obtaining and leveraging opportunities with new and existing brand ambassadors and various swimming associations.
Also involved in the role is creating and implementing all the marketing strategies to showcase Speedo’s many product categories. From the beach to the pool, differentiating consumer’s needs and targeting various demographics is vital for a successful business outcome.
Prior to this Tiffany worked for Canterbury International as the Brand Communications Manager and as a Graphic Designer in some boutique agencies in Queensland and England.
Libby HayesCorporate Partnerships Development Executive
Libby has been with the NBCF for the past 11 years working across many platforms of the NBCF business. Libby has seen the company expand from 2 staff, herself being one, to over 30 employees nationally. In this time the NBCF has funded over $67 million to 256 research projects across every state and territory, to improve the health and well being of those affected by breast cancer.
One of the highlights of Libby's career at the NBCF include Project Managing the Global Illumination Events across Australia. This is an Estee Lauder Companies initiative, as a way of drawing attention to October, Breast Cancer Month by lighting pink significant landmarks and monuments around the world. These events have raised over $1million dollars.
After working with many committees, and developing sponsorship partnerships for the GI events the natural progression was to move across to the Corporate Partnership team. Currently Corporate partnerships contribute to 25% of the NBCF's total annual revenue of 17m.
Cause-related marketing forms an important component of the fundraising strategy and relationships with the community. Libby’s role is to nurture, renew and grow multi-faceted, sophisticated professional relationships with existing partners. She is also responsible for establishing new business relations and contracts with partners that suitably align with the NBCF brand and corporate partnership strategy. Libby’s challenge is to evaluate relationships that are suitably aligned with NBCF and offer good return on investment and at the same time drive proactive business development, in an increasingly crowded market, to maximise fund raising returns and positive brand awareness. She also ensures that the needs of the corporate partners are met by liaising with various teams across NBCF.
Jade HarrisMarketing Manager, Dermalogica Australia
Jade started working at Dermalogica as a junior when she was 18 and there were 30 people in the company in Australia. When the company’s Marketing Manager left, she stepped in at 19 and has been there ever since (11 years).
Jade now works with a team of six in the Marketing Department, and the company has expanded to 130 employees nationally.
During her time at Dermalogica, the brand has grown from a little known American product to the number 1 professional skin care brand in Australia with 25% market share. Highlights of Jade’s time at Dermalogica include organising a week of events with company founder Jane Wurwand and organising the Australian contingent of an international travel for congresses, with 2,000+ of the Dermalogica ‘tribe’ in attendance.
Jade also sees the success of FITE (Financial Independence Through Entrepreneurship, a major initiative she has helped realise in Australia, as a highlight of her career.