Melbourne Convention and Exhibition Centre (MCEC) is a leader in staging local and international trade shows, conferences, and exhibitions. It typically hosted over 1,000 events per year pre-pandemic.
But the COVID-19 pandemic has played a significant role in virtual events becoming increasingly common. And in the post-pandemic landscape the industry is seeing an accelerated shift toward hybrid events.
IE was engaged to create a Case for Change that focused on moving MCEC into the hybrid event space.
MCEC previously lacked sufficient context to make evidence-based funding decisions and required a smooth path to market through strategic and executive alignment.
The case for change was to include a deep analysis into:
Over an 8 week engagement, IE partnered with MCEC to develop and validate an approach to market for a hybrid events product. To achieve this we focused on three key tasks:
The business was clear on the costs, risks, and opportunities of the hybrid event product.
Strategic, Executive, Execution, Where previously the MCEC leadership team lacked sufficient context to make a confident funding decision, the case for change ensured that the hybrid event execution plan was aligned with the MCEC digital strategy
IE’s engagement also highlighted a number of focus areas for MCEC as it moved forward with a new digital product offering. We made a series of recommendations on how best to proceed.