CONTENT DECODED MASTERCLASS TORONTO

March 26, 2019 | 8:30 am - 6 pm
One King West Hotel | 14th Floor

A One-Day Masterclass with Immersive Workshops Covering The Why, How & ROI of Content Marketing, Influencer Marketing and Brand Storytelling.

Led by Emmy, Cannes Lion, and James Beard Award Winning Producer, Marketer, and Speaker David Beebe, who founded and led the Disney/ABC Television Group Digital Studio and Marriott Content Studio.

Specifically designed for travel, tourism and hospitality brand marketers and communications professionals.

WHAT IS IT?

The Content Decoded Masterclass is a 1-day immersive brand storytelling event designed exclusively for travel, tourism, and hospitality brand leaders, marketers, and communication professionals who want to:


Deepen their expertise around Influencer Marketing, Content Marketing and Brand Storytelling.


Get industry-leading Influencer and Content Marketing insights from leading hospitality marketers.


Elevate their own brand storytelling skills and learn how to transform their brands and teams into storytellers themselves.


You'll leave with practical insights, action plans, and creative concepts that you can take back and implement within your team, organization, and brand immediately.

Content Decoded at Air New Zealand HQ

Masterclass & Workshop Leaders

David Beebe
Emmy, Cannes Lion, and James Beard Award Winning Producer. Former VP, Global Creative + Content Marketing at Marriott Intl and Founder Marriott Content Studio, Marriott Traveler, and M Live.

Lucia Evans
CXO, Storified Hospitality Group; Previously Sr. Director, Social Media at Marriott International

Guest Speakers

Closing Fireside Chat

Jon Mamela
CMO & EVP, Tourism Toronto;
Previously CMO & SVP Marketing & Sales at Destination Canada

Andreas Antoniou
Managing Partner at Assembly Chef's Hall; Estiatorio VOLOS; Little Anthony's Restuarants

Ashley Riske

Ashley Riske
VP of Marketing and Strategy, Kin Community

Jacqueline Tyler
Marketing & Communications Manager, Fairmont Royal York

Adele Cehrs
PR Executive, Author of Spike Your Brand ROI and CEO, When + How.

Stef Sanjati

Stef Sanjati
YouTube Creator, Brand Storyteller, Film Director, and Trans Rights Activist

WHO LEADS THE MASTERCLASS & WORKSHOP?

Every masterclass is led by Emmy, Cannes Lions, and James Beard Award Winning Brand Storyteller, Travel Producer, and Keynote Speaker David Beebe.

Beebe, who AdWeek called "A Branded Content Master who Makes it OK to Love Marketing," founded the Disney/ABC Television Group Digital Content Studio in Los Angeles, where he produced branded content for Grey's Anatomy, Lost, Ugly Betty, Desperate Housewives, Scrubs, The Oscar's, Emmy's and more.

He was most recently the first ever VP, Global Creative + Content Marketing at Marriott International, overseeing all consumer facing storytelling for 30 brands, including brand films, documentaries, tv shows, webisode series, live programming, influencer content, and more. Beebe founded the Marriott Content Studio, Marriott Traveler Publication, and Marriott's Brand Command Centers.

WHAT TOPICS ARE COVERED?

The State of Content Marketing + Brand Storytelling in Travel, Tourism, Hospitality and Beyond

The Why, How, and ROI of Influencer Marketing

The 3C Strategy: Content, Community, Commerce

Content Ecosystems & Distribution

Brand Narrative Design & Content Formats

Premium Branded Content

Content Monetization, IP Ownership & Deals

Content Measurement: Setting yourself up for success when it comes to KPI's & ROI

Content Platforms + Technology

Content Studios

Real-Time Marketing Command Centers

Internal Creative Agencies

Brand Publishing Groups

Marketing Orgs + Talent

WATCH WHAT BRAND MARKETERS ARE SAYING ABOUT THE CONTENT DECODED MASTERCLASS

IMMERSIVE WORKSHOPS

Join other marketers in small groups to review the morning sessions before each "content studio" is assigned to develop a complete A-Z story-driven concepts around select frameworks.

Each team will name their studio, decide which roles they need, and then develop real world strategic and creative ideas that can be implemented at your brand.

There are two workshop sessions in the afternoon with a break in between them. Each content studio team pitches their ideas to others, ask questions about their creative and strategy, and winning ideas are selected.

PREVIOUS MASTERCLASS BRANDS

Masterclass Agenda

March 26th | 8:30 am - 6 pm

Morning Sessions

8:30 am - 9:00 am
Arrivals & Continental Breakfast

9:00 am - 10:00 am
The Why, How, and ROI of Brand Storytelling Keynote

10:00 am - 12:00 pm
Interactive Discussions with Guest Speakers

Lunch Break

12:00 pm - 12:45 pm
Catered Lunch

Fireside Chat with Featured Guest

Afternoon Sessions

12:45 pm - 2:15 pm
Round 1 of Brand Storytelling Workshops & Pitches

2:15 pm - 3:00 pm
Refreshment & Snack Break

3:00 pm - 5:00 pm
Round 2 of Brand Storytelling Workshops & Pitches

5:00 pm - 6:00 pm
Hosted Happy Hour & Networking

WHO SHOULD ATTEND?

The Masterclasses are custom designed and programmed for travel, tourism, and hospitality brand side marketers, general managers, leadership, and communication professionals. Almost every type of brand is i customer service and hospitality today, so think beyond hotels.

Attendees include individual hotels, restaurants, bars, clubs, spas; retail stores, car dealers, field marketers; management and ownership groups; destination marketing organizations, tourism boards, and transportation providers including airlines, trains, and rental car brands.

All levels attend from coordinators, to managers, to executive leadership and owners across teams including:

Brand Marketers
Content Marketing Leaders
Brand Managers
Social Media Marketers

Creative Leads
CMO's & Leadership
Event & Conference Marketers
Influencer Marketing Teams

HR & Employer Brand
CSR Teams
PR & Communications
Legal & Business Affairs

RESERVE YOUR SEAT TODAY

Content Decoded Masterclasses are limited to 60 attendees with only 12 VIP dinner seats the night before. VIP ticket holders get access to our exclusive dinner the night before hosted at Little Anthony's in Toronto. Join us for great Italian food, wine, drinks, and a more intimate brand storytelling discussion prior to the masterclass.

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