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MCEC’s Business Strategy is to Go Unconventional

MCEC LogoFor more than 25 years, MCEC has been a leader in its industry and a significant contributor to the Victorian economy, driving more than $1.2B worth of activity to our state in 2019. Known for its exceptional customer service and ability to deliver extraordinary events, its 2021-24 strategy focuses on continuing the leadership in a post-COVID world with a clear focus on four key areas of priority: people, financial sustainability, community pride and new markets and products.

The new brand plays a crucial role in showing the world why MCEC, and Melbourneis the place to do business events.

AIPC Peter KingPeter King (pictured right), chief executive MCEC, says the refreshed brand is representative of the unconventional ways MCEC works.

“We do things a little differently at MCEC and we are now looking to the future to ensure we keep innovating and evolving,” he says. “Our 2021-24 business wtrategy recognizes that MCEC makes a significant contribution to the life and economy of our city and state, and we want to keep making an impact where it counts. By unveiling a new brand to the world that accurately represents the way we are working here, we hope to attract like-minded customers, partners and visitors to join us at MCEC.”

In 2020 MCEC began using their space in unconventional ways; this included providing space for training Guide Dogs, opening Australia’s first Drive In (Door) Cinema, and partnering with food supplier Flinders & Co on a new wholesale product offering.

MCEC has partnered with FutureBrand Australia to create and deliver the brand’s transformation.

richard curtisOn MCEC’s new brand position, Rich Curtis (pictured left), chief executive officer for FutureBrand Australia says, “MCEC is an experience that extends far beyond the four walls of a traditional event space. Our work is focused on how we position and design the brand in ways that don’t reinvent it, but in fact strengthen it to surface their unconventional approach, showing what makes MCEC and their people truly special.”

He continues, “With the impact of COVID and how it has helped realize MCEC’s strengths in creativity and innovation, we created an identity that is meaningful, useful and beautiful both in physical and digital arenas. Ultimately, our work with MCEC embodies FutureBrand’s fundamental belief that while brands are created with purpose, they are defined through experience.”

Melbourne Convention and Exhibition Centre (MCEC) is the home of unconventional. At MCEC we do things a little differently. We bring fresh ideas and imagination to every event. We happily turn concepts on their head to make each experience momentous. We welcome events of all shapes and sizes, from meetings and conferences to exhibitions, concerts and galas, whether in-person, virtual or hybrid. And our city is our inspiration. Melbourne is on show at MCEC – in the architecture and design, food and hospitality, location and views. Discover the difference at MCEC. For more info, visit mcec.com.au.

FutureBrand Australia is a brand transformation company. The company exists to strengthen the connection between brand purpose and everyday experience, giving brands a measurable competitive advantage that helps businesses grow. FutureBrand Australia has been locally owned since July 2020, when CEO Rich Curtis acquired the business from Interpublic Group and transformed the business into an entrepreneurial and independently-minded team with the global relationships and resources of FutureBrand worldwide. Rich and his team are investing locally to help build brands and develop proprietary brand transformation methods that provide better outcomes for clients. For more info, visit FutureBrand.com.

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