Melbourne’s Business Events Marketing e-Kit a World-First

MELBOURNE, Australia--(BUSINESS WIRE)--The Melbourne Convention + Visitors Bureau (MCVB) has created the world’s first Business Events Marketing e-Kit, which is set to revolutionise the relationship between business delegates and the state of Victoria.

“Furthermore, the study showed that conventions drive dispersal to regional Victoria and create repeat tourists; 44 per cent of international delegates planned to travel to regional Victoria following their conference and 93 per cent of national delegates intend on returning to Melbourne for a holiday within the next five years.”

MCVB, which markets Melbourne nationally and internationally as a premier Business Events destination, has produced a suite of five ‘white label’ online products that any large conference or Business Event being held at the Melbourne Convention and Exhibition Centre (MCEC) can rebrand with their own logo and content. These include:

• Smartphone App – user friendly application containing convention information specific to each conference, such as social events, speaker profiles and program schedules, as well as what to do and see around the City of Melbourne and regional Victoria;
• Tablet App – designed to be the interactive element at the conference or Business Event for the delegate, containing both conference and destination information;
• Personalised ‘My Melbourne’ online delegate boosting tool - presents delegates with a series of unique city and regional Victorian experiences to choose from, which is then captured in a customised video vignette and can then be shared with colleagues and accompanying persons;
• Melbourne Widget – ready-made content about Melbourne and regional Victoria which can be easily embedded into any conference, association or event website. It is designed to entice delegates into learning more about the destination as well as pre and post touring opportunities;
• EDM – an integrated email system with a series of ready-made electronic templates designed to be a primary communications channel for promoting each of the e-tools and to assist Professional Conference Organisers (PCOs) in streamlining convention communication.

“Generating targeted delegate numbers is paramount to a successful conference or Business Event,” said MCVB’s Chief Executive Officer (CEO), Ms Sandra Chipchase.

“However in Melbourne, we wanted to go that extra mile and further engage with delegates in order to enrich their overall experience in our great city.”

In 2010, MCVB commissioned a study into the travel and spending habits of 3,270 delegates from 87 countries, attending eight conferences from March to November.

“The results showed that conventions are a catalyst for travel, with 63 per cent of international delegates indicating that they were first time visitors to Melbourne and Australia,” Ms Chipchase said.

“Furthermore, the study showed that conventions drive dispersal to regional Victoria and create repeat tourists; 44 per cent of international delegates planned to travel to regional Victoria following their conference and 93 per cent of national delegates intend on returning to Melbourne for a holiday within the next five years.

“Significantly, we are also able to ascertain the impact conferences have on our economy, with international delegates spending an average of $4,134 during their stay in Melbourne, $2,204 in regional Victoria and $3,618 in other parts of Australia.

“These statistics highlight just how integral it is to create new products such as the Business Events Marketing e-Kit to help drive delegate numbers.”

“The EDM, Widget and personalised ‘My Melbourne’ delegate boosting tool will be the fundamental components of the planning and pre-touring phase, while the Smart Phone and Tablet Apps, which work across all platforms including Android as well as the iPhone and iPad, will be significant sources of information when the delegate arrives in Melbourne.

“From attractions and tips on where to dine or shop, to speaker information, sessions and maps; everything the delegate and his or her accompanying person needs to know about the Business Event along with Melbourne and regional Victoria is captured in the easy to use Marketing e-Kit,” Ms Chipchase said.

“The pre-testing we have undertaken with meeting planners, Association Executives and Professional Conference Organisers has been overwhelmingly positive and reinforces Melbourne’s deserved reputation as Australia’s home of innovation.”

For further information, email Rebecca Elliott, Communications Manager: [e-mail] or visit www.mcvb.com.au.