Melbourne MICE body rebrands
The Melbourne Convention + Visitors Bureau (MCVB) has embarked on a major rebranding exercise, with changes to its name and logo.
The MICE body has removed the word ‘visitors’ from its name, and will now be known as the Melbourne Convention Bureau (MCB), which it said it believed would “adequately reflect its core business of attracting business events”.
The new logo keeps the traditional ‘M’ formed from spotlight beams, but adds a red colour scheme and a new font. MCB’s CEO, Karen Bolinger said the rebranding formed part of a broader restructuring plan.
“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,” Ms 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.
“Our new brand now clearly aligns us with our vision, mission and values, and reflects MCB’s status as one of the world’s premier convention bureaux. Further details will be revealed next week during Australia’s inaugural Business Events Week, so watch this space,” she added.
MCB’s new branding has now been rolled out across all marketing materials and collateral, which be unveiled during a media conference at the Asia Pacific Incentives & Meetings Expo (AIME) 2013 event on 25 February.