A CURRENT lack of public awareness of the extent of rentable event facilities under Melbourne and Olympic Parks has led the company to redevelop and rebrand its MICE offering, with a view towards a February 2016 launch.
Speaking exclusively to TTGmice e-Weekly at the Pacific Area Incentives & Conferences Expo in Auckland last week, sales manager of business events Lara Harley, noted that while the Melbourne Park, part of Melbourne and Olympic Parks, is synonymous with the Australian Open every January, it is not so well known that it is open year round for business events.
Other venues that Melbourne and Olympic Parks manages in addition to the Rod Laver Arena at Melbourne Park include the Hisense Arena, Margaret Court Arena, Melbourne Park Function Centre and AAMI Park, located just across the road and purpose-built for rugby and soccer matches.
“People don’t know who we are so we’re trying to increase the awareness of what we can offer at Melbourne and Olympic Parks outside of the tennis centre,” Harley said.
She added: “So we stripped it all the way back to understand who our clients were, what we have to offer Melbourne and the world, and how we can bring that all together.”
The rebrand effort will include premium experiences that Melbourne and Olympic Parks will develop with its tenants at AAMI Park and with Tennis Australia outside of the Australian Open “to create some really exciting teambuilding activities”.
There are also plans to do more promotional trips in Asia once there is stronger recognition.