Melbourne Convention Bureau (MCB)

April 9, 2019 · Travel & Transport

The Melbourne Convention Bureau (MCB) is a not-for-profit organisation which markets Melbourne and Victoria nationally and internationally as one of the world’s best Business Events destinations. The MCB also identifies and bids for Business Events.

Requirement: Develop a strategy for marketing Melbourne as one of the world’s best Business Events destinations.

Key objectives:

  1. Assess and measure the awareness, interest, consideration and selection of business event destinations and venues
  2. Determine the knowledge and awareness of Melbourne and the products and services it offers
  3. Evaluate a range of trade magazine advertising concepts aimed at decision-makers
  4. Evaluate the services of the MCB and other CB’s in the international market and the impact that a Bureau has on the final selection of a destination

Methodology: Conduct qualitative and quantitative research with top-level decision-makers responsible for organising conferences and business events and explore the decision-making process for selecting destinations and venues.

The qualitative research was conducted at the EIBTM in Barcelona, Spain – an international event dedicated to the global meetings and incentive industry.

The quantitative survey was conducted by both telephone and online methods.

Key outcomes: The research enabled development of effective marketing and communications strategies for maximising sales and marketing activities. The research also informed the development of appropriate advertising and promotional materials.

Note: this study was conducted by MarketScape consultants while being employed by another research firm