Chief
Executive Officer of the Melbourne Convention
Bureau (MCB), Karen Bolinger, announced a
complete rebrand for
the organisation.
MCB,
formerly known as the Melbourne Convention + Visitors
Bureau, now has a new
brand complete with a new logo and, most
significantly, a new name, removing the
word ‘Visitors’ to adequately reflect its core business of
attracting business events to the state.
The
logo has been designed to modernise MCB’s brand identity; keeping
the traditional ‘M’ silhouette but refreshing it with a vibrant
and energetic red, adding colour gradients to create a spotlight
effect and using a new, more contemporary font.
Ms
Bolinger said the rebrand signified MCB’s commitment to
its values of innovation, excellence and leadership.
“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!”
MCB’s
new branding has now been rolled out across all collateral,
which will all be revealed at the official Asia-Pacific
Incentives & Meetings Expo (AIME) media conference at 11:00am on
Monday, 25 February in Room 103 at the Melbourne Convention and
Exhibition Centre.
