Bureau steps up commitment to events

Bureau steps up commitment to events
By admin


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Email the Travel Weekly team at traveldesk@travelweekly.com.au

Bureau steps up commitment to events

Bureau steps up commitment to events
By admin


The Melbourne Convention + Visitors Bureau has ditched the word ‘visitors’ from its name and adopted a new logo as part of a complete brand overhaul.

Now dubbed the Melbourne Convention Bureau (MCB), the changes come as the firm looks to distance itself from the leisure market and step up its commitment to business events.

Revealing the changes yesterday, MCB chief executive Karen Bolinger said the rebrand will allow the bureau to “adequately reflect its core business of attracting business events to the state”.

“The term ‘visitors’ was taken out to disassociate ourselves with leisure tourism, as MCB’s sole responsibility is for the procurement of business events that attract delegates to Victoria,” she explained.

“Our new brand now clearly aligns us with our vision, mission and values, and reflects MCB’s status as one of the world’s premier convention bureaux.”

The new look logo has retained the bureau’s ‘M’ silhouette but added a new design and colours to “modernise” the bureau’s brand identity.

MCB’s new branding has been rolled out across all collateral, with further details to be revealed during the inaugural Business Events Week at AIME on Monday February 25.

Email the Travel Weekly team at traveldesk@travelweekly.com.au

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