Transforming and Repositioning Sport to Create the Most Compelling Reason to Participate

Justin Drape | CEO and Co-Founder Exceptional ALIEN

The National Sports & Physical Activity Convention | IAKS 2024 (NSC | IAKS) announces its major keynote event, the NSC Oration with Justin Drape, CEO and Co-founder of Exceptional Alien, a global travel and culture platform.  Justin will explore how we use the power of storytelling to reposition sport at the heart of every community.

With eight years until Brisbane 2032, sport is at a crossroads. How can we galvanize all Australians to infuse sport into their cultural heart, become more active, and be proud of making Australia the most active country on earth?  Aspiration or Reality Check?

With a collaborative, innovative, and thought-provoking NSC Oration, we look to challenge our thinking and expand our understanding of what is possible.

Justin Drape is the Co-Founder and CEO of Exceptional ALIEN, a global travel platform that is redefining authentic storytelling and cultural connections.

Justin’s previous role was Group Chief Creative Officer / Co-Founder at award-winning creative agency The Monkeys & Group Chief Creative Officer for Accenture Interactive ANZ, where one of the agency’s achievements was to redefine the role of lamb in our society and showcasing why our multicultural heritage loves what lamb brings to our communities.

With a career spanning advertising, entertainment, design, and publishing, he has collaborated with top clients including Qantas, Telstra, Apple, Fox Sports, the Australian Sports Commission, and Google. Under his leadership, The Monkeys agency has garnered over 300 awards for creativity and effectiveness, including Cannes, D&AD, One Show, Clio, Effies, and Webbys. In 2020, they were named B&T Australian Creative Agency of the Decade.

As a writer and executive producer, Justin’s diverse experience and award-winning creativity bring valuable insights to the sports and recreation industry.

Martin Sheppard, CEO of the NSC, stated: ”We are thrilled to welcome Justin to the NSC Oration, where he will share his unique ability of storytelling that gets to the heart of each and every one of us. His insights will help us explore how we, as an industry, can unite to make the biggest difference over the next eight years. By thinking outside of the box we should bring different results to an age-old/enduring challenge – how to inspire and trigger/mobilise more people to be more active.”

The NSC Oration is on Thursday 27th June at the Melbourne Convention and Exhibition Centre.

Editor’s Notes

About Justin Drape

In a career spanning advertising, entertainment, design & publishing, he has worked with clients including Qantas, Telstra, Apple, Intel, Visit Britain, Australian Sports Commission, IKEA, Asahi, Fox Sports, Toyota, Lexus, UNICEF, Amazon and Google. The Monkeys has won more than 300 creative and effectiveness awards (including Cannes, D&AD, One Show, Clio, Effies and Webbys). In 2020 they were crowned B&T Australian Creative Agency of the Decade.

Drape is also a writer and executive producer. He wrote and produced the acclaimed SBS TV series, My Family Feast, and was co-creator and writer of comedy-drama series, :30 seconds – working with Andrew Denton’s production company, Zapruder’s Other Films. Both series were nominated for Logie and Australian Film Institute awards.

About the National Sports & Physical Activity Convention

The National Sports & Physical Activity Convention (NSC) has grown since 2016 as APAC’s largest and most prominent community sport and recreation convention and expo. In 2023 had overwhelming support and participation from the largest ever gathering of the sports and physical activity ecosystem with over 1,550 attendees and a sold-out Expo of 80+ of the latest products, services and innovations. The organisers work with its 47 collaborators to curate a program with international and Australian experts, providing the most comprehensive program on community sport recreation and sports facilities in Australia.

Photos from the NSC can be found at

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Further information contact Anthony Reed, at or (03) 9421 0133.

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