Who needs IQ when you’ve got The Effect

Who needs IQ when you’ve got The Effect

Following extensive research, Melbourne Convention Bureau has unveiled its latest brand positioning for business events – The Melbourne Effect.

According to MCB ceo, Karen Bolinger, The Melbourne Effect has been created to “encapsulate the city’s strengths as a meetings, conventions and incentives destination and how this drives success for its clients”.

MCB’s previous campaign, Melbourne IQ – The Intelligent Choice for Conferences, centred around the city’s intellectual capabilities, and while the campaign worked well, “knowledge is just one of the many factors that entice planners to choose Melbourne,” Bolinger said, speaking from IMEX in Frankfurt.

“We conducted extensive research across our key market segments, international associations and corporate and incentive planners, and what stood out was their desire for a city and bureau to not just tick the boxes, but to facilitate collaboration and deliver real outcomes.”

“Melbourne is an enabler of opportunity and a creator of endless possibilities – that’s The Melbourne Effect … [it] speaks to everything about the city; its ability to transform ideas into innovations, the community into a collaborative force and the everyday into immersive experiences.”

“And when you combine all these factors you can create legacies that will last long after the business event is over – research collaborations, policy delivery, membership engagement and empowered employees – which ultimately drive our clients’ growth and performance.”

The new branding will be rolled out across digital and print platforms over the coming months across all target markets.

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