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AIME: Melbourne reaches out to associations
The Melbourne Convention + Visitors Bureau (MCVB) is targeting the international associations market with a new positioning campaign: Melbourne IQ
It will promote Melbourne’s expertise and track record in a diverse range of academic, scientific and professional endeavours.
Karen Bolinger, chief executive of MCVB, said the campaign highlights the state’s capabilities as an ‘Intellectual capital’ and further cements Melbourne’s reputation as a world-class business events destination.
"Whereas we often attribute our success to the first class infrastructure we have in the city and the high level of support we receive from both state and local government, we may overlook that perhaps our greatest assets lie in our intellectual capabilities and industry strengths," Bolinger said.
"Having all of this intelligence here, makes Melbourne a natural and attractive choice for international associations who are looking to host their next conference in a city where they can maximise attendance, be close to emerging markets in Asia, and be able to draw delegates from a rich pool of local talent."
Ultimately, Melbourne IQ will be a platform for a wide cross section of future marketing initiatives, including events, advertising and targeted publications.
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