Formerly known as the Melbourne (Australia) Convention + Visitors Bureau, the rebranded Melbourne Convention Bureau (MCB) is emphasizing its role of drawing new business with a new name and logo.
“As part of our strategic business plan launched in May, we decided to undergo a complete rebrand to assist us in creating a clear and increased brand awareness domestically and internationally,” said Karen Bolinger, CEO, MCB. “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.”
The logo has been designed to modernize MCB’s brand identity by keeping the traditional “M” silhouette but refreshing it with a vibrant and energetic red, adding color gradients to create a spotlight effect and using a more contemporary font. The rebrand signifies MCB’s commitment to its values of innovation, excellence and leadership.
“Our new brand now clearly aligns us with our vision, mission and values and reflects the MCB’s status as one of the world’s premier convention bureaus,” said Bolinger.
MCB’s new branding has been rolled out across all collateral materials, which were revealed at the official Asia-Pacific Incentives & Meetings Expo media conference held Feb. 25 at the Melbourne Convention and Exhibition Center.
