The Melbourne Convention Bureau expects its new logo and branding to “reduce confusion” in the market and attract more business events to Victoria.
Previously the Melbourne Convention + Visitors Bureau, MCB ditched the word ‘visitors’ from its decade running title last week as the bureau looks to ramp up its focus on conventions and step away from the leisure market.
Officially launching the new look at the inaugural Business Events Week on Monday, MCB chief executive Karen Bolinger said the shift would allow the bureau to promote business events as its sole focus and ultimately secure more exhibitions and business events.
“We had nothing to do with the leisure market, so we decided to put a stake in the sand and rebrand to reflect what we do,” she told The Nibbler after the launch. “We needed to increase our brand awareness and showcase who we are, and we will grow our business as people recognise that.”
Marking the next phase of MCB’s latest strategy, the bureau also rolled out a new suite of collateral to highlight its commitment to the MICE sector.
A new convention district brochure and Melbourne IQ booklet have been released to encourage hosts to partner with MCB.
A brochure targeting the incentive market completes the new collateral, with Bolinger confident it will attract new business and increase the profile of the business events sector.
“We want people to understand there’s a business sector that goes beyond tourism, so we can secure adequate funding and create jobs for Australia,” she concluded.
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