Melbourne CVB adopts new name, rolls out new initiatives

MELBOURNE Convention & Visitors Bureau has dropped ‘visitors’ from its name to accurately reflect its role, and will follow the name change with stronger branding efforts through the launch of new initiatives.

Karen Bolinger, CEO of Melbourne Convention Bureau (MCB), said: “We wanted our name to reflect exactly what was it that we did, and to provide a uniform approach to our identity. This in turn will assist in creating a clear and increased brand awareness both domestically and internationally. We also felt that the brand needed reinvigorating.”

Among MCB’s new initiatives is the introduction of the next phase to its Melbourne IQ: The Intelligent Choice for Conference positioning campaign. The new Guide to Bidding for International Conferences encourages local hosts to work with MCB in bidding for international association conferences, and contains details on the bidding process as well as the range of advertising and sponsorship support available.

The bureau has also unveiled a series of special offers for incentive travel planners, developed in partnership with over 30 hotels, venues, attractions and teambuilding companies in the city. Melbourne Values You tantalises planners with perks such as room and beverage upgrades, as well as complimentary in-room Wi-Fi and cocktail receptions at selected hotels and venues.

Terms and conditions apply to all perks, which includes a minimum of two nights’ stay in Melbourne by at least 100 delegates travelling together from now until December 31, 2014. Groups must also be confirmed by December 31, 2013.

The third initiative taken by MCB is the launch of a new brochure to draw attention to Melbourne’s convention district along the Yarra River, home to 197,930m2 of conference space, 15,049 hotel rooms and a variety of attractions and quality dining establishments.

Separately, Melbourne was also announced as the host for this December’s Dreamtime 2013, bringing together 125 international business events buyers and relevant industry players in Australia. Buyers and media will participate in a city showcase, business sessions, networking dinners, as well as three days of educational visits.

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