top of page
Night Bicycle Ride
logo for Unlock - brands x 24 hour economy

THURSDAY 31 OCTOBER, SYDNEY

UNLOCK THE POTENTIAL OF THE 24-HOUR ECONOMY

FOR MEDIA AND MARKETING

Night Bicycle Ride

PROGRAM

9:00 Registration opens

9:30 Welcome to Country - Uncle Michael West 
Uncle michael west2_edited.jpg
9:40 Keynote: Storytelling and Brand Experiences in the 24-Hour Economy
This session explores how storytelling can drive emotional connections and ROI in the 24-hour economy. Using case studies, it highlights how brands can create memorable experiences. After Four Pillars co-founder Matt Jones’ presentation, a panel will discuss real-world challenges and solutions, with audience participation.

Matt Jones, Co-founder, Four Pillars Gin, Chair of Business Advisory Panel, City of Sydney

Panel discussion:
Ben Liebmann, Founder, Understory
Naysla Edwards, Vice President ICS Marketing, Australia and New Zealand, Amex
Nathan Richman, MD, Elastic
Kerrie McCallum, Head of Travel, Food and Health, News Corp
Kerrie McCallum (2)_edited.jpg
09_01_806Ben 1_aRGB_High_edited.jpg
Naysla Edwards_edited.jpg
Nathan_Richman_Elastic_edited.jpg
10:50 Telling Stories: Creating New Narratives in the Night-Time Economy
Discussing how to create engaging narratives for diverse audiences in the 24-hour economy, this session covers content creation across different time slots and perspectives from media on changing perceptions on NSW after dark.

Panellist 

Alice Ellis, Editor in Chief, Australia, Time Out Media
Tahlia Phillips, General Manager, Concrete Playground 
Catherine Terracini, Executive Producer, Elastic Studios

​The panel will be moderated by Matt Levinson, Head of Corporate Affairs / Culture Policy Lead, Committee for Sydney.
Alice Ellis - Time Out - headshot_edited.jpg
MATT LEVINSON 7_edited.jpg
CT Headshot_edited.jpg
Tahlia Phillips Headshot_edited.jpg
11:30 Morning Tea 
12:00 Bringing SXSW to Sydney: challenges and triumphs
Colin Daniels, Managing Director, South by Southwest Sydney (SXSW) shares the challenges and triumphs of bringing SXSW to Sydney, highlighting its impact on the city's cultural and nighttime economy, and offering insights on collaborating with government, and event partnerships.
​
Colin Daniels, Managing Director, South by Southwest (SXSW), Sydney
Colin-Daniels_V3_edited.jpg
12:40 From ROI to ROX: Rethinking Return on Experience 
It’s time for brands to rethink how they measure the value of their investments, moving beyond short-term metrics to focus on the long game. It's not just about the immediate ROI; it's about Return on Experience (ROX) and how creating meaningful, emotional connections through cultural experiences and live events drives brand loyalty, deeper engagement, and sustained growth.

We’ll dive into how these experiential strategies shape perception, foster lasting relationships with target audiences, and help brands stand out in the attention economy. We'll also explore practical tools and methods for measuring the often intangible benefits—brand sentiment, word-of-mouth, and social amplification. With real-world case studies, we’ll see how brands are successfully applying ROX to reshape their marketing efforts and make smarter, more impactful investments for long-term success.

Kate Wickett, Former CEO of Sydney WorldPride and CEO of City Recital Hall 
Jeanine Bribosia - Director & Founder, The Cru 
Amy Kingon Smith, Head of Marketing, Revlon Australia & New Zealand
Luke Haynes, Strategy Director, M&C Saatchi Sport & Entertainment

Moderated by Jet Swain
Founder, The Affection Economy/ Executive Director, Experience Design 
KW - Full Res_edited.jpg
AKingonSmith LI Profile_edited.jpg
Luke Haynes M&C Saatchi Sport & Entertainment SMALL_edited.jpg
Jeanine Bribosia by Jes Lindsay small_edited.jpg
image0_edited.jpg
1:20 Networking Lunch
2:20 Becoming an Iconic Youth Brand
Almost every major brand wants to connect with young people, but few are willing to do the work required, employing outdated models of brand building to an audience they just don’t get.

This session busts some simplistic myths and stereotypes of young people’s attitudes and behaviours, and explores how brands can become relevant with this audience by adopting a simple principle: cooperate with culture, don’t co-opt it. Learn how brands can use the night-time economy to show up where young people want to be, entertaining them rather than annoying them, and enriching their experiences rather than appropriating them.


Eugene Healey, Brand Strategy Consultant
EH brand strategy headshot_edited.jpg
2:50 Leadership Q&A: The future of NSW’s 24-Hour Economy
A panel of industry leaders will discuss global trends, future opportunities for marketers, and their visions for the future of NSW’s 24-hour economy. Gain insights and inspiration from those shaping the future landscape of the night-time economy.

Michael Rodrigues, 24-Hour Economy Commissioner, Office of the 24-Hour Economy Commissioner, NSW Government
Brett Robinson,
Group CEO, The Point Group

Kate Wickett, Former CEO of Sydney WorldPride, City Recital Hall 
Michael Rodrigues CBD Headshots-40_edited.jpg
Brett Robinson Point Group.jpeg
KW - Full Res_edited.jpg
3:30 Afternoon Tea
3:50 We Built This City on Rock and Roll
This session covers how music, particularly live performance, can shape brand perception and resonate with younger audiences, focusing on scalable, shareable brand-artist collaborations.
 
The panel will share success stories of brands collaborating with artists within the nighttime economy to unlock customer preference.

The panel will discuss how brands can work with artists to create live music experiences that are scalable, shareable and ownable - around the clock.
 
The panel:
Young Franco, DJ and Music Producer
Naysla Edwards, Vice President ICS Marketing, Amex
Adam Ireland, MD, BRING Universal Music For Brands
YFYellow1_edited.jpg
Naysla Edwards_edited.jpg
Adam_Ireland_edited.jpg
4:20 CONFERENCE CLOSE

CLOSE TIL LATE: HOLLYWOOD PRECINCT AFTERPARTY HOSTED BY TEAM 24

NSW GOVERNMENT 24-HOUR ECONOMY

NEON FORUM 2024

NEON Forum 2024 will spotlight the efforts to implement the Vibrancy Reforms, as well as the broader work of the Office of the 24-Hour Economy Commissioner with its expanded remit across NSW.

​

Over two days, experts from Europe, Asia, the United States and the United Kingdom, as well as leaders from the NSW Government and the state’s night-time economy sector will deliver sessions on the latest trends and opportunities in night-time economies.​

VISIT THE HOLLYWOOD QUARTER 

​

After a day of inspiration and innovation, see the night-time economy in action with activations in the neighbouring Uptown District, Hollywood Quarter, following each day of the event.

​

The following artists will be performing at the live music venue and American diner, Soda Factory.

WEDNESDAY 30 OCTOBER 2024​

6:30PM - 7PM - PA777IENCE

7:10PM - 7:40PM - MC TREY

8PM - 8:30PM - DOBBY

​

THURSDAY 31 OCTOBER 2024

5:30PM - 7:30PM - DJ JUZZLIKEDAT

SPEAKERS

​​

Unlock the potential of the 24-hour economy for brands

​

Brought to you by media and marketing publisher Unmade, proudly supported by the NSW Government, this one-day event will explore the dynamic landscape of the 24-hour economy, the impact on consumer behaviour, and opportunities for brands to engage with customers.

​

From live music, events and brand experiences to storytelling and cultural partnerships, learn from real-world case studies and actionable strategies.

Reimagine the city after hours, and harness the untapped potential of the night-time economy.

​

Attendees will gain insights into innovative approaches that transcend traditional 9-to-5 marketing, and develop initiatives to capture attention and loyalty.

​​​​

The media and marketing industry can play a role not only in adapting to changing customer behaviour and emerging opportunities to engage with customers around the clock, but also lead the charge in shaping the 24-hour consumer landscape.​

​​

Join us on October 31.

​

ADVISORY PANEL

UNLOCK THE CLOCK

UNLOCK OPPORTUNITIES TO REACH CUSTOMERS

UNLOCK REAL-WORLD CASE STUDIES & STRATEGIES

NEWS

SUPPORTING ASSOCIATIONS 

Std_Colour.png
IMAA logo png (2).png
bottom of page