MINISTRY OF IDEAS
2017 LINE UP

INSPIRING THE EVOLUTION OF CONTEMPORARY TRAVEL

SUNDAY 25 JUNE 2017

Our 2017 line-up promises to be our most diverse and engaging yet. This is your opportunity to join creative thinkers from around the world and across industries to unpack the latest trends; challenge you to think differently; and inspire unexpected innovation.

SHARED
SHARED
IDEAS

Join visionaries, experts and innovators at the top of their fields for illuminating talks and conversations on the most relevant topics facing contemporary travel. We’ve identified the themes we believe will inspire the evolution of contemporary travel and will guide the direction of this year’s talks and discussions.

CULTIVATING COMMUNITIES

What does ‘community’ mean in an age when consumers are searching for connection – both online and offline?

CLIQUES OVER CLICKS: THE IMPORTANCE OF OFFLINE COMMUNITIES IN AN ONLINE CULTURE
As face-to-face time becomes prized over FaceTime, how can travel brands cultivate meaningful offline communities?

FACE-TO-FACE: THE FUTURE OF BRAND EXPERIENCE
With experiences becoming the new social currency, the ability for brands to translate their identity into the real world is now critically important. Discover how to engage consumers in person.

EVERYBODY’S FAMOUS: WHY IT’S TIME TO RETHINK YOUR INFLUENCER STRATEGY (AGAIN)
Mass awareness is out, micro targeting is in: discover how the new micro-celebrities are shaping brands’ market expansion.

A STORY THAT WILL CHANGE YOUR LIFE: MAKING A LIVING OUT OF PRISON
Discover how to transform tough times into triumph (and address mass rehabilitation) with Coss Marte, the ex-con founder of prison-style bootcamp ConBody.

FEATURING

  • Rich Goodstone
  • Ashlyn Chesney
  • David Denberg
  • Nathan Tan
  • Mick Batyske
  • Bette Ann Schlossberg
  • Mike Savas
  • Bea Itrurregui
  • Coss Marte
  • Max McDonald
  • Colin Nagy

NEW HORIZONS

What role should travel play in the interplay of technology and the human – and how can we benefit from these brave new worlds?

INTO THE FOURTH DIMENSION: USING VIRTUAL REALITY TO MAKE DREAMS COME TRUE
With virtual reality only in its infancy, what does the future hold for the technology and how can brands harness it in a truly meaningful way?

THE EMPATHY (R)EVOLUTION: CUSTOMER EXPERIENCE IN THE WAKE OF ARTIFICIAL INTELLIGENCE
Do travellers want user-friendly or just plain friendly? Discover how artificial intelligence is revolutionising the future of empathy in hospitality.

THE ONLY WAY IS OMNICHANNEL: MAPPING THE DIGITAL CUSTOMER JOURNEY
Uncover the importance of a data-enabled omnichannel journey, including best practices and the challenges brands face in getting there.

WHEN YOUR YOGA PANTS ARE SMARTER THAN YOU: HOW WEARABLE TECH IS DEFINING WELLNESS
Wearable technology is transforming the wellness industry, discover the how’s, why’s and ways it will evolve.

FEATURING

  • Marcela Sapone
  • James Huerta
  • Rori Duboff
  • Ana Andjelic
  • Andres Sosa
  • Alexandra Wood
  • Chris Bolman
  • Chapin Clark
  • Andrew Kessler

CONTEMPORARY CONSUMPTION

How are consumer desires and habits evolving in light of the current climate of political, economic and social change – and how should we respond?

MAKE A SCENE: IF YOU BUILD IT, THEY WILL COME
Unearth the brands that have chosen unlikely destinations to raise their flags: successfully building businesses, growing communities, and upping the profile of underdeveloped areas in the process.

ACTIVISM SELLS: GAINING CONSUMER TRUST IN A POST-TRUTH WORLD
Forget ‘sex sells’: for today’s consumers, brand activism is the new turn-on. But how can brands reflect these values without appearing cynical?

HOW TO SUBVERT STEREOTYPES AND CAUSE CONVERSATIONS WITH FOOD
In an increasingly fragmented, argumentative world, discover how the power of the plate is bringing people together.

SLOW DOWN: EMOTIONAL RESPONSES TO A DIGITAL AGE
In a reaction to the rapidity of modern life, the ‘slowness movement’ shows no signs of slowing down. But what do ‘hygge’ and ‘wabi-sabi’ really mean for business?

FEATURING

  • Celine Semaan
  • Carlos Joao Parreira
  • Steve Dool
  • Angie Mar
  • Nate Storey
  • Colin Nagy
  • Pavoa Rosati
  • Ana Andjelic

SUITCASE LOUNGE

Conversations around the hottest emerging trends, as curated by Suitcase Magazine

POP-UP POWER: WHY POP-UP SHOPS ARE THE FUTURE OF CONSUMER ENGAGEMENT
Ross Bailey, founder of Appear Here, in conversation with Serena Guen

HOW TO LOSE CUSTOMERS AND ALIENATE PEOPLE: WHAT NOT TO DO WITH YOUR CONTENT AND PARTNERSHIPS
Luceny Fofana, senior communications manager at adidas, in conversation with Serena Guen

SHIFTING STORIES: HOW TO MOTIVATE GEN K THROUGH STORYTELLING
Maximilian Guen & Matthew Firpo, founders of Magna Carta, in conversation with Serena Guen

THE RISE OF THE UNDERDOGS: WHY SECONDARY CITIES ARE A FORCE TO BE RECKONED WITH
Lyon Porter, creator/designer at Urban Cowboy in conversation with Kate Hamilton

FEATURING

  • Ross Bailey
  • Luceny Fofana
  • Maximilian Guen
  • Matthew Firpo
  • Lyon Porter
  • Serena Guen
BIG
BIG
IDEAS

BIG IDEAS are short, sharp presentations from you, the collective. This is your chance to take the stage and tell us about an idea you’ve had that might change the future of travel. Check out this example from the Ministry of Ideas 2016.

CROWD CONTROL: THE POWER OF SOCIAL MEDIA
Want to KO OTAs? Learn to harness the power of social media to drive direct bookings
Eric Shepard – Founder, Trill

FROM FOMO TO YOLO: CAPTURING MILLENNIAL MINDS
Millennials aren’t just after one thing – so here’s what you need to do to inspire them
Pavia Rosati – Founder / CEO, Fathom

FITNESS FANATICS: BUILDING WELLNESS COMMUNITIES
Forget the hotel gym – it’s time to dream bigger when it comes to today’s wellness-obsessed travellers
Eric Jafari – Co-Founder / Creator, Locke Hotels

NEW SCHOOL: POP-UP TALENT POOLS
Addressing the gap between emerging economies and unskilled workers through pop-up hospitality schools
Harsha Chanrai – Founder / CEO, SAIRA Hospitality

SHORT-TERM RELATIONSHIPS: TRAVEL FOR MODERN NOMADS
Getting in bed with today’s generation of nomadic travellers via disruptive short-stay membership models
Janine Yorio – CEO, StayAwhile

PROGRAMME

14:00 - 15:00

WELCOME DRINKS

15:00 - 15:40
BIG
BIG
IDEAS
15:40 - 16:10

CLIQUES OVER CLICKS: THE IMPORTANCE OF OFFLINE COMMUNITIES IN AN ONLINE CULTURE

Rich Goodstone - Superfly
Ashlyn Chesney - MR. Porter
David Denberg - Summit
Moderated by Mike Savas - TEG Dainty

THE ONLY WAY IS OMNICHANNEL: MAPPING THE DIGITAL CUSTOMER JOURNEY

Andres Sosa - The Outnet.com
Chris Bolman - Percolate
Andrew Kessler - The Article Group
Moderated by Chapin Clark - R/GA

MAKE A SCENE: IF YOU BUILD IT, THEY WILL COME

Nate Storey - Surface Magazine

POP-UP POWER: WHY POP-UP SHOPS ARE THE FUTURE OF CONSUMER ENGAGEMENT

Ross Bailey - Appear Here

16:20 - 16:50

FACE-TO-FACE: THE FUTURE OF BRAND EXPERIENCE

Nathan Tan - Cadillac

THE EMPATHY (R)EVOLUTION: CUSTOMER EXPERIENCE IN THE WAKE OF ARTIFICIAL INTELLIGENCE

Marcela Sapone - Hello Alfred
James Huerta - Havas
Moderated by Ana Andjelic - Havas LuxHub

ACTIVISM SELLS: GAINING CONSUMER TRUST IN A POST-TRUTH WORLD

Celine Semaan - Slow Factory

HOW TO LOSE CUSTOMERS AND ALIENATE PEOPLE: WHAT NOT TO DO WITH YOUR CONTENT AND PARTNERSHIPS

Luceny Fofana - adidas

17:00 - 17:30

EVERYBODY’S FAMOUS: WHY IT’S TIME TO RETHINK YOUR INFLUENCER STRATEGY (AGAIN)

Mick Batyske - MICK
Bette Ann Schlossberg - Google
Bea Iturregui - Cycle
Moderated by Colin Nagy - FRED & FARID

INTO THE FOURTH DIMENSION: USING VIRTUAL REALITY TO MAKE DREAMS COME TRUE​

Rori DuBoff - Accenture

SLOW DOWN: EMOTIONAL RESPONSES TO A DIGITAL AGE

Carlos João Parreira - Lusitano 1143
Colin Nagy - FRED & FARID
Steve Dool - COMPLEX
Moderated by Ana Andjelic - Havas LuxHub

SHIFTING STORIES: HOW TO MOTIVATE GEN K THROUGH STORYTELLING

Maximilian Guen & Matthew Firpo - Magna Carta

17:40 - 18:10

A STORY THAT WILL CHANGE YOUR LIFE: MAKING A LIVING OUT OF PRISON

Coss Marte - ConBody

WHEN YOUR YOGA PANTS ARE SMARTER THAN YOU: HOW WEARABLE TECH IS DEFINING WELLNESS

Alexandra Wood - Wearable X

HOW TO SUBVERT STEREOTYPES AND CAUSE CONVERSATIONS WITH FOOD

Angie Mar - The Beatrice Inn
in conversation with Pavia Rosati - Fathom

THE RISE OF THE UNDERDOGS: WHY SECONDARY CITIES ARE A FORCE TO BE RECKONED WITH

Lyon Porter - Urban Cowboy

18:30 - 22:00

OFFICIAL LE OPENING PARTY HOSTED BY EAST, MIAMI

PROGRAMME

14:00 - 15:00

WELCOME DRINKS

15:00 - 15:40
BIG
BIG
IDEAS
15:40 - 16:10

CLIQUES OVER CLICKS: THE IMPORTANCE OF OFFLINE COMMUNITIES IN AN ONLINE CULTURE

Rich Goodstone - Superfly
Ashlyn Chesney - MR. Porter
David Denberg - Summit
Moderated by Mike Savas - TEG Dainty

THE ONLY WAY IS OMNICHANNEL: MAPPING THE DIGITAL CUSTOMER JOURNEY

Andres Sosa - The Outnet.com
Chris Bolman - Percolate
Andrew Kessler
Moderated by Chapin Clark - R/GA

MAKE A SCENE: IF YOU BUILD IT, THEY WILL COME

Nate Storey - Surface Magazine

POP-UP POWER: WHY POP-UP SHOPS ARE THE FUTURE OF CONSUMER ENGAGEMENT

Ross Bailey - Appear Here

16:20 - 16:50

FACE-TO-FACE: THE FUTURE OF BRAND EXPERIENCE

Nathan Tan - Cadillac

THE EMPATHY (R)EVOLUTION: CUSTOMER EXPERIENCE IN THE WAKE OF ARTIFICIAL INTELLIGENCE

Marcela Sapone - Hello Alfred
James Huerta - Havas
Moderated by Ana Andjelic - Havas LuxHub

ACTIVISM SELLS: GAINING CONSUMER TRUST IN A POST-TRUTH WORLD

Celine Semaan - Slow Factory

HOW TO LOSE CUSTOMERS AND ALIENATE PEOPLE: WHAT NOT TO DO WITH YOUR CONTENT AND PARTNERSHIPS

Luceny Fofana - adidas

17:00 - 17:30

EVERYBODY’S FAMOUS: WHY IT’S TIME TO RETHINK YOUR INFLUENCER STRATEGY (AGAIN)

Mick Batyske - MICK
Bette Ann Schlossberg - Google
Bea Iturregui - Cycle
Moderated by Colin Nagy - FRED & FARID

INTO THE FOURTH DIMENSION: USING VIRTUAL REALITY TO MAKE DREAMS COME TRUE​

Rori DuBoff - Accenture

SLOW DOWN: EMOTIONAL RESPONSES TO A DIGITAL AGE

Carlos João Parreira - Lusitano 1143
Colin Nagy - FRED & FARID
Steve Dool - COMPLEX
Moderated by Ana Andjelic - Havas LuxHub

SHIFTING STORIES: HOW TO MOTIVATE GEN K THROUGH STORYTELLING

Maximilian Guen & Matthew Firpo - Magna Carta

17:40 - 18:10

A STORY THAT WILL CHANGE YOUR LIFE: MAKING A LIVING OUT OF PRISON

Coss Marte - ConBody

WHEN YOUR YOGA PANTS ARE SMARTER THAN YOU: HOW WEARABLE TECH IS DEFINING WELLNESS

Alexandra Wood - Wearable X

HOW TO SUBVERT STEREOTYPES AND CAUSE CONVERSATIONS WITH FOOD

Angie Mar - The Beatrice Inn
in conversation with Pavia Rosati - Fathom

THE RISE OF THE UNDERDOGS: WHY SECONDARY CITIES ARE A FORCE TO BE RECKONED WITH

Lyon Porter - Urban Cowboy

18:30 - 22:00

OFFICIAL LE OPENING PARTY HOSTED BY EAST, MIAMI

VENUE

To bring our informal, dynamic and multifunctional un-conference vision to life, this year the Ministry of Ideas will be hosted by EAST, Miami. Bring your flip-flops and sunglasses: we’re headed poolside.