Bureau spells out name change rationale

Bureau spells out name change rationale
By admin

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 and Visitors Bureau, MCB ditched the word ‘visitors' from its 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 confused the marketplace and needed to make sure our name reflected what we did," she said. "It needed reinvigorating to increase brand awareness."

Marking the next phase of MCB's 2013 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 from across the globe.

AIME kicks off at the Melbourne Convention and Exhibition Centre this morning, with a record 740 exhibitors and 226 buyers expected to attend.

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

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