. Melbourne Bureau launches digital tools for Chinese planners | Meetings & Conventions Asia

Melbourne Bureau launches digital tools for Chinese planners

Understanding market engagement patterns is key to securing future business.

A customised QR code will quickly link MICE professionals into social media channels such as WeChat and YouKu to allow for real-time engagement with the bureau's local team in Shanghai.
A customised QR code will quickly link MICE professionals into social media channels such as WeChat and YouKu to allow for real-time engagement with the bureau's local team in Shanghai. Photo Credit:Melbourne Convention Bureau

Melbourne Convention Bureau (MCB) has made the move to deepen its commitment to one of its most important markets, China, with the launch of multiple Chinese platforms to stay connected with clients.

Pre-Covid, China has consistently ranked as the top visitor market for MICE groups to Victoria — where over a five-year period from 2015, 23,000 delegates pumped AUD$100 million (US$76.3 million) into the visitor economy.

And now, on the back of 15 years of exchange with China and Hong Kong, Chinese-speaking decision makers, influencers and planners will be able to access information from MCB's new in-language website, with all content translated specifically for the market.

On the content front, clients will be supported with materials on planning a business event in Melbourne, see sample incentive programmes, successful case studies, and the latest news on incentive travel and business events.

A customised QR code will also quickly link MICE professionals to social media channels WeChat and YouKu to allow for real-time engagement with MCB’s local team in Shanghai.

These platforms are tablet and mobile-friendly, as well as highly visual with videos and virtual reality experiences — in line with the market's engagement patterns.

MCB chief executive, Julia Swanson, said the move demonstrates the bureau's commitment to the region, where the appeal of Melbourne and Australia "remains high". 

“We know it’s important now more than ever to be flexible and adapt the way we support events for our clients. This vital infrastructure provides a much more convenient and effective platform for Chinese clients to connect with us, communicate in real-time, and an opportunity to easily search, locate and consume information about Melbourne, so that when they’re ready to plan their event, MCB is ready to help."

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