Officials for the Melbourne Convention & Visitors Bureau (MCVB) have announced changes to the bureau’s representation in North America and its offices in Asia.
In North America, Myriad Marketing will replace Mondotels, which has represented Melbourne in a sales capacity for the past 14 years. Karen Bolinger, CEO, MCVB, said the change in representation is designed to bring business-development activity in the North American market in-line with the organization’s new strategic business plan, which aims to have Melbourne recognized as one of the world’s premier business-events destinations.
“Our new strategic business plan has already seen us implement a number of initiatives, including a major restructure of MCVB’s marketing department, the implementation of a dedicated research unit within the business development team and the development of a new positioning campaign called: Melbourne IQ – The Intelligent Choice for Conferences,” said Bolinger. “As we progress with our plan, we will be pursuing the North American market with a more streamlined and vigorous approach, and we believe Myriad Marketing is the right organization to assist us in achieving our long term goals.”
Specialists in international travel marketing, Myriad Marketing has a 25-year history in working with Australia within the travel and MICE sectors, including current client, Australia’s Northern Territory. Myriad Marketing will commence its contract on Jan. 1.
As part of MCVB’s commitment to servicing the important Chinese market, the organization will be closing its office in Hong Kong and placing an additional resource in Shanghai.
“We are very much looking forward to these changes being implemented and have no doubt they will aid us in our vision to have Melbourne recognized as one of the world’s premier business-events destinations,” said Bolinger.