Melbourne Launches New Digital Destination Promotion Tool

Digital savvy Melbourne Convention Bureau (MCB) has launched the latest innovation in its digital suite pushing new frontiers to assist business event professionals with a brand-new interactive video planning tool – Ready. Set. Melbourne. 

Somewhere between a video show reel and a choose-your-own-adventure book, Ready. Set. Melbourne is a new interactive video experience that integrates engaging clickable options for business events professionals to access information about Melbourne’s and regional Victoria’s capabilities as a business events destination.

Deepening the connection to viewer led-and-tailored content, the interactive video experience allows association decision makers, appointed event planners and attendees to select the video that resonates most with the information they are seeking in a specific moment of their planning journey. 

All videos are infused with further interaction points, providing in-depth local knowledge that help viewers to host, plan and attend a conference or corporate incentive programme in and around Melbourne.

MCB Chief Executive Julia Swanson explained the Ready. Set. Melbourne video uses the latest digital technology for viewers to interact with unique Melbourne choice-driven video experiences. 

“Viewers getting to make their own choices is the cornerstone of the video platform. Ready. Set. Melbourne hands over control to the viewer, they’re in driver’s seat, making choices that then personalises the experience as they advance through the content.

“Video content is widely used by Convention Bureaux but we have taken the next step and developed an interactive event planning journey from start to finish,” Swanson enthused. 

Swanson says putting the user in charge increases engagement. “Many of us remember those iconic choose your own adventure childhood books. This digital offering works in a similar way. It’s innovative and inspiring. It lets you dictate how you explore Melbourne’s business events offerings.” 

Interactive content is nothing new to MCB. The lead agency in acquiring and delivering business events for Victoria Australia, has a growing history with digital leadership, which first started with the award-winning Melbourne Virtual Site Visit launched pre-pandemic. 

MCB has since followed up with the launch of the Delegate Destination Site, digital bid books, virtual planners and exhibitor tool kits and virtual booth enhancements with animated avatars demonstrating a higher level of digital maturity and preparedness for changes within the global business event landscape expedited by the pandemic.

The big difference between its past relationship with interactive content and this new push is that formerly its efforts were aimed with a singular audience focus, whereas it’s Ready. Set. Melbourne content is segmented allowing for greater audience relevance. 

“Like every video platform on the market, MCB is experimenting with new ways to foster engagement of its services. At the same time, we are also attempting to create an offering that isn’t found anywhere else, much like we did when we first introduced the Melbourne Virtual Site Visit and offered users the ability to explore Melbourne’s business events offering via a 360-degree first person immersive VR experience,” Swanson said.

Created in partnership with Business Events Australia through its Advance Program, Robin Mack, Tourism Australia Executive General Manager of Commercial & Business Events Australia, commended the Melbourne Convention Bureau for thinking outside the square with this destination marketing initiative.

“We’re proud to have partnered with MCB to support this valuable project via our partnership program. This project not only showcases the features of the destination but also demonstrates the innovative thinking that will help to drive demand for Melbourne and Australia as the industry recovers from the impacts of the COVID-19 pandemic,” said Mr Mack.

Ready. Set. Melbourne Top Features

• Integrates clickable engagement points, empowering the viewer to personalise their exploration and save interesting content for later 
• The opportunity to connect directly with local event professionals at the Melbourne Convention Bureau or Melbourne’s business events supply chain
• Accessibility considered graphic and audio components optimising the viewing experience and supporting viewers to discover Melbourne’s business events capability 
• Addressing four key audience segments across the business events ecosystem providing relevant information to host, plan or attend a business event in Melbourne within each video journey

Press play and start planning your next business event experience in Melbourne through View Ready. Set. Melbourne.