The Melbourne Convention + Visitors Bureau’s (MCVB) Chief Executive Officer Karen Bolinger unveiled the next phase of the organisation’s new positioning campaign, Melbourne IQ: The Intelligent Choice for Conferences at IMEX this week.
Aimed at the international associations market, Melbourne IQ is designed to promote Victoria’s impressive expertise and track record in a diverse range of academic, scientific and professional endeavours, and highlights the state’s capabilities as an ‘Intellectual Capital’.
The first stage of the campaign was the release of a brochure, with a number of other initiatives taking place over recent months, including: the establishment of a microsite ; a mail out to key stakeholders; a presentation to MCVB’s and the Melbourne Convention and Exhibition Centre’s Club Melbourne Ambassadors; and the creation of a print advertisement which has already appeared in a number of association publications.
Ms Bolinger said that three months on from the campaign’s launch at the Asia-Pacific Incentives & Meetings Expo (AIME) in February, Melbourne IQ was proving to be an engaging message in attracting interest in the state of Victoria’s business events offering.
“In the past, MCVB has attributed its success first and foremost to the city’s world-class infrastructure and the high level of support received from both state and local government. This is still important, however in today’s competitive environment we must rethink our approach,” she said.
“Melbourne has so much more depth to offer as a knowledge city. MCVB has been working with some of the world’s leading scientists, doctors, professors and engineers for years, and now we have collaborated with Invest Victoria, the City of Melbourne, our Club Melbourne Ambassadors and our Universities to bring to life their years of development and research to profile Melbourne’s intellectual expertise in a program that delivers all round.”
Ms Bolinger concluded by saying that over the next 12 months, Melbourne IQ will continue to be a platform for a cross section of marketing initiatives for MCVB.