 Hi, I'm Sammy Nichols with AdWeek, and we're here at South by Southwest. Even though we're here in Austin, Texas, it feels like we've been traveling all over the world. From Brazil to Japan to Australia, companies all over the world have been bringing their tourism houses here at South by Southwest. And we wanted to know why, so we decided to ask them and went straight to the source. First, we're going to go to Scandinavia. South by Frost is the melting pot and creative hub in the world. I mean, this week is amazing. It's the intersection between arts and tech and culture that's interesting for us. We're trying to replicate that, but through our values, marketing today is not about making an ad anymore. It's about being more purposeful, and it's about creating trust to your customers, and we do that through doing actual stuff in communications. So it's a purposeful activation where we actually do make a difference as opposed to only making an ad. I think to take marketing to a different level, today is all about creating emotions. We're not rational today, we're emotional, and so I think that's the main thing. Create spaces for people to meet is this event for us. South by is a great meeting place, and it's here everything happens. Tech, innovation, music, so we think this is a good place to be for us, with a good audience. South by Southwest have a strong relationship from the music and also interactive, and also, recently, education is really important sections. However, the other conference focuses more on technology, like more specifications. We are focusing on the lifestyles, so that can be really similarity with South by Southwest, because South by Southwest have a deeply understanding on the music and also cultural aspect, and also technology. So we are looking for how can we technology and lifestyle can be merged or can be harmonious in Japanese culture. Well, this is the second year that we've brought Australia to South by Southwest as part of Australia House. It's an amazing all-encompassing activation where we've had tourism promotions, tech, innovation panels and plenty of music. Really, this is just about showcasing the very best of Australia and being part of this incredible dynamic festival. We want people to think of Australia at the cutting edge of everything that's happening across the discourse of all the things that are being discussed at South by Southwest. We also want people to understand what a unique destination Australia is. We offer some incredible experiences, something that you won't find anywhere else in the world, and that's why we brought amazing chefs over, produce, wine, and also just the whole Australian experience. There's an amazing discourse here at South by Southwest about creativity, meeting technology and innovation. From our part in Australia, we think we have something very valuable to offer as part of that, and so we want to be here as a whole of Australia presence and encourage people to look to Australia, to go to Australia, and to partner with Australia. Thanks for exploring the international houses with me at South by Southwest. For tech, agencies, branding, and everything else you need to know, check out adweek.com. I'm Sammy Nichols. Thanks for stopping by.