Convention bureau distances itself from leisure

Convention bureau distances itself from leisure
By admin


Melbourne Convention and Visitors Bureau has dropped the word ‘visitors' from its brand and created a new logo as it aims to better reflect its core task of drawing business events to the state.

The body, now simply the Melbourne Convention Bureau, said it wanted to distance itself from the leisure market.

Further details will be unveiled at the Asia Pacific Incentives and Meetings Expo in Melbourne next week.

"We decided to undergo a complete rebrand in order to form a more holistic approach to our visual identity to assist us in creating clear and increased brand awareness, both domestically and internationally," MCB chief executive Karen Bolinger said. "The process started with our name. 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."

The new brand aligns MCB with its "vision, mission and values", she added, and "reflects MCB's status as one of the world's premier convention bureaux".

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