MCVB’s Digital Strategy Helps Bring Second Consecutive Victorian Tourism Award

IE would like to congratulate the Melbourne Convention + Visitors Bureau on winning the prestigious RACV 2010 Victorian Tourism Award in the category of Best Meetings and Business Tourism Organisation. This is the second consecutive win for MCVB in this category, acknowledging in part their innovative digital strategy developed in conjunction with IE.

As part of this strategy, the world first ‘My Melbourne’ tool was launched in March 2010, presenting delegates and potential delegates with a series of experiences such as city attractions, dining, nightlife and accommodation. These experiences assist with informing and enticing the conference delegate with timely information about Melbourne and Victoria.

Delegates select the categories which most appeal to their individual tastes, and are then instantly presented with a customised video vignette, which captures their chosen ‘My Melbourne’ experience. The vignettes present stunning footage of Victoria, from the spectacular surf coast to award-winning wine regions, as well as city highlights such as bars, restaurants, museums and galleries.

The tool was developed to inform potential delegates about Melbourne and regional Victoria to assist them in making an informed decision when committing to attending a Melbourne-based convention. For those delegates who are confirmed, the tool allows them to easily learn more about the destination ahead of their visit.

‘This project is a terrific example of what can be achieved when the Pervasive Customer Experience philosophy informs your digital solutions’, said IE’s Solutions Director, Justin Wilden.

‘From this very first digital interaction with MCVB, the delegate is inspired and informed, reflecting the consistent tailored experience they will enjoy across all the MCVB digital touchpoints in the lead up to, and during, their conference in Melbourne.’