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March 19, 2012

Melbourne campaign ‘Intelligent Choice’

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The Melbourne Convention + Visitors Bureau (MCVB) has announced a new campaign aimed at the international associations market. The “Melbourne IQ: The Intelligent Choice for Conferences” campaign is designed to promote Melbourne’s expertise and track record in a diverse range of academic, scientific and professional endeavours.


Karen Bolinger, chief executive officer of MCVB said the campaign highlights the state’s capabilities as an “Intellectual Capital” and further cements Melbourne’s reputation as a world-class business events destination.


“Whereas we often attribute our success to the first class infrastructure we have in the city and the high level of support we receive from both state and local government, we may overlook that perhaps our greatest assets lie in our intellectual capabilities and industry strengths,” she said.


“The state’s economy is driven by knowledge-based industries  in education, biotechnology, advanced manufacturing and design and the city is also recognised as a centre of excellence for research and development in the medical, science, business and financial industries.


“Having all of this intelligence here makes Melbourne a natural and attractive choice for international associations who are looking to host their next conference in a city where they can maximise attendance, be close to emerging markets in Asia, and be able to draw delegates from a rich pool of local talent.”


The first stage of the campaign is the release of a brochure (pictured) which aims to reach out to MCVB’s key international markets in the form of associations, professional conference organisers (PCOs), decision makers, board members, chief executive officers and academics.


“MCVB works closely with locally-based associations and the wider academic community, specifically through the Club Melbourne Ambassador Program, when working to attract a business event to Melbourne,” Bolinger added. “Without the ongoing support of these key groups, winning high profile events, such as the XX International AIDS Conference (to be held in 2014), would not be possible.”


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