MCVB undergoes rebrand ahead of its Business Events Week


AUSTRALASIA – Melbourne Convention and Visitors Bureau has undergone a rebrand and will now be known as the Melbourne Convention Bureau (MCB). The organisation’s rebrand includes a new name and new logo.

“As part of our Strategic Business Plan launched in May last year, 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,” says Chief Executive Officer of the MCB, Karen Bolinger.

“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,” she adds.

MCB’s new branding has been rolled out across all collateral, and will be revealed at the official Asia-Pacific Incentives and Meetings Expo (AIME) media conference on Monday 25 February. On the same day Melbourne’s Business Events Week will be officially opened by the Federal Minister for Tourism, the Hon Martin Ferguson AM MP, and the Lord Mayor of Melbourne, the Right Hon Robert Doyle at a media conference.

Special guests Ian Honnery, Chief Executive of the Australian International Airshow and Aerospace and Defence Exposition and Sir Gustav Nossal, Australia’s best known medical research scientist, advocate in immunology and Club Melbourne Ambassador, will also speak at the media conference about their involvement in the business events industry.

Business Events Week, organised by the MCB, is a week-long programme of events designed to showcase the value of business events to both Victoria and Australia.

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