LUMA CO. — WEBSITE COPY Exported: June 2026 lumaco.co.nz ================================================================================ ================================================================================ PAGE: HOME (/) ================================================================================ HERO ---- We make light work of complex projects. Corporate events, conferences, exhibitions, incentive travel and marketing. Delivered with clarity and care by people who have done this before. [CTA: Talk to us] INTRODUCTION ------------ Luma Co. is a boutique agency led by Shirli Talbot, with more than 25 years of experience delivering corporate events, conferences, incentive travel and B2B and Brand marketing in New Zealand, Australasia, Africa and beyond. We work with a small group of trusted specialists to bring the right expertise to every project, without the overhead of a large agency. WHAT WE DO ---------- Conferences & Events Concept to completion. Corporate events, dealer conferences, trade exhibitions, product launches and incentive travel programmes. From the first brief to the day itself. Managed by a senior person, not handed off. Incentives & Travel Incentive travel programmes and corporate group travel that rewards your people and inspires performance. From team incentives to multi-city conference logistics, nothing left to chance. B2B Marketing Marketing strategy and execution for businesses that sell to other businesses. Brand positioning, content, channel campaigns and LinkedIn-led thought leadership. AI-assisted where it adds real value. Dealer Support A practical marketing service for owner-operated trade businesses in HVAC, building products, industrial and related sectors. Starts with a business and marketing audit, followed by ongoing monthly support across all your supplier brands. All work is led by Shirli, no layers, no surprises. WHO WE WORK WITH ---------------- Luma Co. works with B2B and industrial businesses that need senior marketing and events support without the overhead of a full agency. No over complication, transparent billing, stress free and simple. If you need someone who already knows your sector, this is the right place. - Mid-sized B2B and industrial companies without a dedicated marketing director - HVAC, building products, agritech and related trade businesses - Dealer and distributor networks running conferences, product launches or incentive programmes - Australian businesses operating in New Zealand without a local marketing or events function WHY LUMA CO. ------------ Luma Co. is run by Shirli-ann Talbot, who has spent 25 years running marketing and events for industrial and B2B brands. Every project is managed by Shirli-ann personally, with a hand-picked team of senior specialists brought in as needed. No retainers. No account managers. Just clear, senior-led work, delivered on time. [Link: More about Shirli-ann] CLOSING CTA ----------- "Clarity, calm and practical support from people who have done this before." [CTA: Get in touch] ================================================================================ PAGE: ABOUT (/about) ================================================================================ HEADER ------ About Small agency. Big experience. Luma Co. was built on the belief that great project support shouldn't feel complicated. We bring senior-level expertise, calm execution and genuine care to every brief we take on. MEET SHIRLI TALBOT ------------------ Shirli is the founder and driving force behind The Luma Collective. With more than 25 years of experience working across New Zealand, Australia and beyond, she has built a reputation for delivering complex projects with precision, warmth and an unwavering eye for detail. Her background spans corporate events, conferences, incentive travel, marketing strategy and brand communications, giving her a rare ability to see the full picture while managing every moving part. Clients describe working with Shirli-ann as feeling like you've finally got the right person in the room. Luma Co. was founded to make that level of expertise accessible without the overhead of a large agency or monthly retainers. A carefully selected network of specialist partners means you get exactly the right skills for your project, every time in one place. [CTA: Get in touch] HOW WE WORK, WITH SIMPLICITY AS OUR DRIVER ------------------------------------------- [Values grid — titles and descriptions as displayed on the page] AGENCY BACKGROUND ----------------- Luma Co. operates as a boutique co-operative agency, deliberately small, deliberately senior. Where simple is clever. Every project is led by Shirli personally, supported by a trusted network of specialist partners who are leaders in their own fields. There are no juniors running your account. No layers between you and the people doing the work. Just a load of simple solutions from experienced, accountable professionals who take pride in getting it right. CTA --- Ready to work together? Tell us about your project and we'll come back to you promptly. [CTA: Talk to us] ================================================================================ PAGE: SERVICES (/services) ================================================================================ HEADER ------ Services What we do, and how we do it. Four focused services. One point of contact. No complexity. SERVICE BLOCKS -------------- 01 — Conferences & Events Tagline: End-to-end delivery, from first brief to final bow. Description: We plan and deliver corporate events, conferences, exhibitions, product launches and brand experiences with precision and calm. From venue selection and supplier management to on-the-day coordination, we handle every detail so you can focus on your people. Includes: - Conference and meeting management - Exhibition and expo planning - Product launches and brand events - Venue sourcing and supplier management - On-the-day coordination and logistics - Post-event reporting and debrief - Dealer and distributor conferences - Gala dinners and award evenings - Incentive programme events - International inbound and outbound events 02 — Incentives & Travel Tagline: Tailored travel that rewards performance and builds loyalty. Description: Incentive travel programmes and corporate group travel that rewards your people and inspires performance. Designed and delivered with Marianne Rowley, NZ Travel Broker. 03 — B2B Marketing Tagline: Practical marketing for businesses that sell to other businesses. Description: Marketing strategy and execution for businesses that sell to other businesses. Brand positioning, content, channel campaigns and LinkedIn-led thought leadership. 04 — Dealer Support Tagline: Practical marketing support for owner-operated trade businesses. Description: A hands-on marketing service built specifically for owner-operated businesses in HVAC, Plumbing, Electrical, building products, industrial and related trade sectors. We start with a straightforward business and marketing audit so we understand exactly where you are and what will actually move the needle. Includes: - Business and marketing audit - Supplier brand coordination - Monthly marketing support - Channel and dealer communications - Campaign planning and execution - Print, digital and promotional collateral - Easy to read dashboard - Incentive target apps CTA --- Ready to get started? Tell us about your project and we will come back to you quickly. [CTA: Get in touch] ================================================================================ PAGE: SERVICES — EVENTS (/services/events) ================================================================================ 01 — Events Meetings, Conferences, Exhibitions & Events End-to-end delivery, from first brief to final bow. WHAT WE DO ---------- We plan and deliver corporate events, conferences, exhibitions, product launches and brand experiences with precision and calm. From venue selection and supplier management to on-the-day coordination, we handle every detail so you can focus on your people. With more than 30 years of experience across New Zealand and work in Australia, Europe, Africa, Asia and South East Asia, we can work anywhere, inbound or outbound. We know what it takes to make an event land, on time, on budget and beyond expectations. This includes: - Conference and meeting management - Exhibition and expo planning - Product launches and brand events - Venue sourcing and supplier management - On-the-day coordination and logistics - Post-event reporting and debrief - Dealer and distributor conferences - Gala dinners and award evenings - Incentive programme events - International inbound and outbound events HOW WE WORK ----------- 01 — Brief and planning We start with a thorough brief, understanding your objectives, audience, budget and timeline. From there we build a clear plan with no surprises. 02 — Delivery and coordination We manage every supplier, venue and logistical detail. You have one point of contact throughout. Nothing falls through the cracks. 03 — On the day We are on the ground, managing the event from start to finish. Calm, experienced and ready for anything. You focus on your guests. WHY LUMA CO. FOR EVENTS ----------------------- Every event is managed personally by Shirli-ann Talbot. With 30 years of experience running events across New Zealand and internationally, she brings the kind of calm, senior oversight that makes complex projects feel straightforward. No account managers. No juniors. No layers. Just experienced, senior-led delivery from brief to bow. CTA --- Planning an event? Tell us what you are working on and we will come back to you quickly. [CTA: Get in touch] ================================================================================ PAGE: SERVICES — TRAVEL (/services/travel) ================================================================================ 02 — Travel Incentives & Travel Tailored travel that rewards performance and builds loyalty. [Full page content as displayed on site] CTA --- Planning a trip or incentive programme? Tell us what you have in mind and we will come back to you quickly. [CTA: Get in touch] ================================================================================ PAGE: SERVICES — MARKETING (/services/marketing) ================================================================================ 03 — Marketing B2B Marketing Practical marketing for businesses that sell to other businesses. [Full page content as displayed on site] CTA --- Ready to talk marketing? Tell us about your business and we will come back to you quickly. [CTA: Get in touch] ================================================================================ PAGE: SERVICES — DEALER SUPPORT (/services/dealer-support) ================================================================================ 04 — Dealer Support Dealer Support Practical marketing support for owner-operated trade businesses. WHAT WE DO ---------- A hands-on marketing service built specifically for owner-operated businesses in HVAC, Plumbing, Electrical, building products, industrial and related trade sectors. We start with a straightforward business and marketing audit so we understand exactly where you are and what will actually move the needle. From there we provide ongoing monthly support across all your supplier brands, keeping your marketing consistent, your relationships strong and your business visible in the right places. No retainers, no complexity. Just practical support from someone who knows your sector. This includes: - Business and marketing audit - Supplier brand coordination - Monthly marketing support - Channel and dealer communications - Campaign planning and execution - Print, digital and promotional collateral - Easy to read dashboard - Incentive target apps HOW WE WORK ----------- 01 — The audit We start with a straightforward business and marketing audit. We look at where you are, what your suppliers expect, and where the gaps are. No jargon, just a clear picture. [Additional steps as displayed on site] WHO THIS IS FOR --------------- This service is built for owner-operators in trade sectors who are managing multiple supplier brands and don't have a dedicated marketing person. If you are spending time on marketing that isn't working, or missing out on supplier co-op funds because you don't have the bandwidth, this is for you. - Owner-operated businesses managing 3+ supplier brands CTA --- Get in touch and we will start with a no-obligation conversation about your business and what you are trying to achieve. [CTA: Get in touch] ================================================================================ PAGE: CONTACT (/contact) ================================================================================ HEADER ------ Contact Tell us about your project. We work with businesses across New Zealand and beyond. Whether you have a clear brief or just an idea, we would love to hear from you. CONTACT DETAILS --------------- Shirli Talbot Marketing & Event Specialist · Luma Co. Phone: +64 21 245 2939 Email: shirli@lumaco.co.nz FORM FIELDS ----------- - Name (required) - Email (required) - Phone (optional) - Comments (optional) [CTA: Send message] ================================================================================ PAGE: PARTNERS (/partners) ================================================================================ HEADER ------ Supporting Partners Senior specialists, brought in when the project calls for it. Luma Co. works with a small group of trusted specialists. When a project needs a particular kind of expertise, we bring in the right person — someone who is senior, experienced and accountable. No layers, no hand-offs. PARTNERS -------- Marianne Rowley — NZ Travel Brokers [Partner description as displayed on site] The Luminary Group [Partner description as displayed on site] Darby & Grey [Partner description as displayed on site] CTA --- [CTA: Get in touch] ================================================================================ PAGE: ALBUM (/album) ================================================================================ HEADER ------ Album Events, travel and experiences, delivered. A collection of work from across the years. Corporate events, incentive travel, conferences and brand experiences. CATEGORIES ---------- Category 1: [Title as set] Category 2: Factory Tour Incentive — Bangkok [Additional categories as set] ================================================================================ BLOG ARTICLES (/blog) ================================================================================ -------------------------------------------------------------------------------- ARTICLE: Event Décor Trends for 2026 URL: /blog/event-decor-trends-2026 Author: Darby & Grey Published: 5 May 2026 Category: Event Design -------------------------------------------------------------------------------- Every year, the brief changes a little. This year, we are seeing a clear shift in what clients are asking for — and it is a welcome one. The era of mass-produced, generic event styling is fading. Clients want their event to feel like theirs, not like a template. And guests, who have now attended hundreds of events over a lifetime of work and celebration, can tell the difference immediately. WHAT IS DEFINING EVENT DECOR IN 2026 Natural Materials and Earthy Tones Natural materials and earthy tones are everywhere. Rattan, linen, dried botanicals, raw timber, stone — these textures create warmth and a sense of place. Paired with muted, earthy palettes (warm terracotta, sage, sand, deep olive), they move away from the overly polished and into something that feels genuinely considered. Statement Lighting Thoughtful lighting transforms a space more than almost any other single element. Warm pendants, candlelight, soft uplighting — clients who invest here are always glad they did. Conversely, bad lighting can undermine even the most beautiful decor. It is one of the first things we talk about on any brief. Maximal Florals, Done Differently The clean, graphic arrangements of the last few years are giving way to something lusher and more organic. Think garden-style, slightly untamed, with unusual foliage and unexpected colour combinations. Mono-colour arrangements in rich tones — deep burgundy, burnt orange, dusty rose — are particularly striking right now. Personalisation Over Perfection Guests respond to details that feel specific: a handwritten menu card, a custom scent in the venue, a family photo tucked into a floral arrangement. These touches take time and care, but they are what people actually talk about afterwards. Perfection is forgettable. Personality is not. WHAT IS FADING - Stark, white-on-white minimalism - Generic balloon installations - The balloon arch that became completely ubiquitous - Overly branded signage that feels more like a trade show than a gathering WHAT MAKES AN EVENT MEMORABLE The best events in 2026 feel intentional. Every choice — the table linen, the centrepiece, the way guests move through the room — has been thought through. That is what we love doing. "When it comes together well, it is something guests carry with them long after the evening is over." Luma Co. works with event decor and hire specialists Darby & Grey to bring this kind of thinking to every event. If you are planning something and want it to feel genuinely considered, get in touch. -------------------------------------------------------------------------------- ARTICLE: Incentive Trips vs Reward Trips URL: /blog/incentive-trips-vs-reward-trips Author: Shirli Talbot, Luma Co. Published: 1 May 2026 Category: Corporate Travel & Incentives -------------------------------------------------------------------------------- If you have ever offered your team a trip as a thank-you, you might have wondered: is this an incentive, or a reward? They are often used interchangeably, but they are actually quite different things. Understanding that difference can make your investment go a lot further. WHAT IS A REWARD TRIP? A reward trip is exactly what it sounds like: a gift for work already done. You have had a great year, the team hit their targets, and you want to say thank you in a meaningful way. It is generous, it is appreciated, and it builds goodwill. But it does not necessarily change behaviour going forward. WHAT IS AN INCENTIVE TRIP? An incentive trip, on the other hand, is a tool. It is announced upfront, with clear criteria — hit this number, close this deal, reach this milestone — and the trip is the prize at the end. Done well, it motivates people throughout the year, not just at the end of it. The anticipation is part of the point. Both have real value. The key is knowing which one you are running, and designing the experience accordingly. WHY INCENTIVE TRAVEL STILL MATTERS IN 2026 Some might assume that cash bonuses or flexible working arrangements have replaced travel as a motivator. The research, and the experience of companies who run these programmes, tells a different story. Shared experiences create something money cannot. A trip to Japan, a sailing week in the Marlborough Sounds, or a private lodge in Queenstown is not just a nice holiday. It becomes a story your team tells for years. It builds loyalty, deepens culture, and makes people feel genuinely valued in a way that a deposit into their account simply does not. There is also a competitive element. High performers respond to recognition. Knowing their name could be called out at the awards dinner, knowing they have earned something their colleagues have not, is a powerful motivator for the right people. WHAT MAKES A GREAT INCENTIVE PROGRAMME? The best incentive programmes are thoughtfully designed from the start. That means: - Clear qualifying criteria communicated early - A destination or experience that feels genuinely aspirational - An on-the-ground experience that is seamless and special from arrival to departure "The first conversation worth having is: what outcome do you actually want? From there, everything else can be built around that goal." If you are thinking about running an incentive programme or a reward trip for your team, get in touch with Luma Co. We work with specialist travel partner Marianne Rowley at NZ Travel Brokers to design and deliver experiences that are worth earning. -------------------------------------------------------------------------------- ARTICLE: What Is Outcome-Based Team Building? URL: /blog/outcome-based-team-building Author: Shirli Talbot, Luma Co. Published: 9 May 2026 Category: Team Building -------------------------------------------------------------------------------- Team building has a bit of an image problem. Mention it in a meeting and you will see a few eyes roll. People have sat through enough trust falls and awkward icebreakers to be understandably sceptical. But the problem is not team building itself. It is team building that does not have a clear purpose. STARTING FROM A DIFFERENT PLACE Outcome-based team building starts from a different place. Instead of asking "what activity should we do?", it asks "what do we actually want people to walk away with?" That shift changes everything. Maybe your team has been remote for two years and the connections between people are thinner than they used to be. Maybe you have just gone through a restructure and there is some tension between teams that did not used to interact. Maybe you have a group of high performers who are brilliant individually but do not naturally collaborate. These are real business problems, and a well-designed team experience can genuinely help. THE ACTIVITY IS THE VEHICLE, NOT THE POINT The key word is designed. Outcome-based team building is not about picking an activity off a menu. It is about working backwards from the outcome you want and building an experience that serves that goal. The activity becomes the vehicle, not the point. Some examples: - A cooking challenge where teams have to source, plan and prepare a meal together builds communication, negotiation and trust in a way that feels natural - A creative challenge where teams solve a real business problem uses the energy of the day to produce something useful - A physical challenge in an outdoor setting can shift dynamics between people who have only ever seen each other on screens WHAT OUTCOME-BASED TEAM BUILDING SHARES - There is a brief and a clear goal - The experience is facilitated in a way that serves that goal - There is reflection built in "Done well, people do not just have a good day out. They go back to work with something: a better relationship with a colleague, a shared language, a story that becomes part of the team's culture." That is worth investing in. And it is a very different thing from a trust fall. If you are thinking about a team experience with a real purpose behind it, get in touch with Luma Co. We will help you design something that actually works. -------------------------------------------------------------------------------- ARTICLE: Why the Room Matters URL: /blog/why-the-room-matters-conference-environment Author: Shirli Talbot, Luma Co. Published: 7 May 2026 Category: Events & Conferences -------------------------------------------------------------------------------- [Full article content as published on site] -------------------------------------------------------------------------------- ARTICLE: First Impressions Last — Exhibition Stands URL: /blog/first-impressions-last-exhibition-stands Author: The Luminary Group Published: 11 May 2026 Category: Expo & Showroom -------------------------------------------------------------------------------- [Full article content as published on site] -------------------------------------------------------------------------------- ARTICLE: The Case for Working with a Creative Agency URL: /blog/the-case-for-working-with-a-creative-agency Author: Shirli Talbot, Luma Co. Published: 13 May 2026 Category: Marketing & Creative -------------------------------------------------------------------------------- [Full article content as published on site] -------------------------------------------------------------------------------- ARTICLE: What Modern Travellers Expect from a Travel Agent URL: /blog/what-modern-travellers-expect-from-a-travel-agent Author: Marianne Rowley, NZ Travel Brokers Published: 3 May 2026 Category: Travel -------------------------------------------------------------------------------- [Full article content as published on site] ================================================================================ END OF DOCUMENT Luma Co. — lumaco.co.nz — shirli@lumaco.co.nz — +64 21 245 2939 ================================================================================