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On 13 April 2023, STB Marketing College invited Olivia Cain, Senior Content Marketing Consultant from LinkedIn to share insights on how marketers in the travel industry can reimagine their business framework by connecting with their consumers. In the session, Olivia touched on the consumer journey and ways to identify consumers’ buying situations that help to prioritise and create messages that matter. Actionable tips, frameworks, and best in class case studies were also shared during the session.