. MCEC's new brand ethos: Home of the Unconventional | Meetings & Conventions Asia

MCEC's new brand ethos: Home of the Unconventional

Melbourne Convention and Exhibition Centre sets 2024 strategy focused on people, community pride and new markets and products.

With the new branding, MCEC hopes to "attract like-minded customers, partners and visitors," said chief executive, Peter King.
With the new branding, MCEC hopes to "attract like-minded customers, partners and visitors," said chief executive, Peter King. Photo Credit:Facebook/MCEC

Melbourne Convention and Exhibition Centre (MCEC) has set a new brand ethos, transforming its market position to become the ‘home of the unconventional’ alongside its 2021-24 strategy to continue innovating and evolving.

“We do things a little differently at MCEC," said CEO Peter King, who explained the brand refresh is representative of the centre's out-of-the-box thinking.

This includes a truly innovative approach to business in 2020, as the centre reinvented its space to create a film studio, provide guide dog training, and launched Australia’s first indoor drive-in cinema. MCEC also partnered with food supplier Flinders & Co to launch a new wholesale product offering. 

MCEC was also named Employer of Choice in October, despite its Covid closure.

“By unveiling a new brand to the world, that accurately represents the way we are working here, we hope to attract like-minded customers, partners and visitors to join us at MCEC," King said.

FutureBrand Australia has been tasked with MCEC's rebrand, and CEO, Rich Curtis said: “MCEC is an experience that extends far beyond the four walls of a traditional event space. Our work is focused on how we position and design the brand in ways that don’t reinvent it, but in fact strengthen it to surface their unconventional approach, showing what makes MCEC and their people truly special."

The centre's 2021-24 strategy will focus on four key areas of priority: people, financial sustainability, community pride and new markets and products.


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