MVCB appoints new representation in North America, shuts Hong Kong office

THE Melbourne Convention and Visitors Bureau (MCVB) has made changes to its representation in North America and offices in Asia.

In North America, Myriad Marketing will replace Mondotels, which has represented the Australian city in a sales capacity for the past 14 years. The appointment will see two dedicated Melbourne resources working within Myriad Marketing.

MCVB CEO, Karen Bolinger, said the change of representation was a strategic decision designed to bring business development activity in the North American market in-line with the organisation’s new Strategic Business Plan, which aims to have Melbourne recognised as one of the world’s premier business events destinations.

“Our new Strategic Business Plan has already seen us implement a number of initiatives, including a major restructure of MCVB’s marketing department, the implementation of a dedicated research unit within the Business Development team and the development of a new positioning campaign, Melbourne IQ: The Intelligent Choice for Conferences,” she said.

“As we progress with our plan, we will be pursuing the North American market with a more streamlined and vigorous approach, and we believe Myriad Marketing is the right organisation to assist us in achieving our long term goals.”

Commenting on the new representation, chief executive of the Melbourne Convention and Exhibition Centre, Peter King, said: “It is imperative that we continue to build robust leads and strengthen our ties in this important market and I believe Myriad Marketing will provide us with a platform to grow our presence and output from within North America.”

In a press statement by MCVB, Myriad Marketing, which has offices in New York and Los Angeles, is described as “specialists in international travel marketing” and as having “extensive experience within the travel and MICE sectors, with a 25-year history in working with Australia, including current client, the Northern Territory”.

In addition, as part of MCVB’s commitment to servicing the Chinese market, the bureau will close its office in Hong Kong and place an additional resource in Shanghai following Jennifer Tung’s departure in December 2012.

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