Domain Executive Assembly: Hobart, Tasmania

Business By Day, Tasmania By Night

The Brief

Domain, Australia’s leading property media company, engaged On Purpose Events to deliver its 2024 Executive Assembly, an intimate, three-day program bringing together Domain’s most influential real estate partners with its own executive leadership team. The brief was as much relational as logistical: create the kind of environment where senior industry leaders build long-term trust with Domain, through a program that combined a genuine business conference with money-can’t-buy experiences unique to the destination.

A Program in Two Registers

Held across The Tasman Hotel, MONA and Lark Distillery, the program moved deliberately between boardroom and destination. Mornings belonged to business: Domain content and conference sessions in The Tasman’s Drawing Room, with keynotes from Nine’s Chris Kohler on the economic outlook, former Lonely Planet executive Gus Balbontin on innovation and change, digital wellbeing expert Dr Kristy Goodwin, and Domain board member Matt Stanton on the Domain–Nine partnership. Afternoons and evenings opened into Tasmania itself, a private ferry crossing and self-guided tour of MONA followed by a curated dinner, and a private Lark Distillery experience with a whisky tasting, a talk from Head Distiller Chris Thompson, and live music.

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The Details That Mattered

On Purpose Events managed the full program end-to-end for close to 50 attendees moving between three distinct venues, coordinating flights and airport transfers timed to the half-hour, styling and floral installations at each location, AV across every session, and a run of onsite suppliers spanning photography, videography, entertainment and catering. Gifting was shaped around the destination: a personalised, hand-made bottle of Lark whisky, a MONA art book, Tasmanian lavender spray, and a Tasmanian-made wool scarf for the cooler Hobart evenings, small details designed to make the location part of the takeaway, not just the backdrop.

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The Outcome

For an event built to deepen Domain’s relationships with the leaders of its industry, the result was a program where the business content and the experience reinforced each other rather than competing for attention. Delegates arrived for a conference and left three days later with stronger connections, shared memories and a genuine sense that they had been part of something special. On Purpose Events also captured on-camera testimonials from clients during the program, giving Domain’s marketing team a library of authentic content to draw on well beyond the event itself.

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On Purpose Events designs and delivers premium client and leadership events across Australia, New Zealand and Asia Pacific, from intimate executive programs to large-scale conferences. If you’re planning something for the people who matter most to your business, get in touch.