Melbourne's ability to deliver business events that have long-lasting impacts and legacies is driving The Melbourne Effect, Melbourne Convention Bureau's (MCB) new brand positioning.
"Melbourne is renowned globally as a conference, corporate meetings and incentive destination that goes above and beyond to deliver for planners and delegates," said MCB Chief Executive Officer Karen Bolinger.
"But planners want to know that their host destination can offer more than world-class infrastructure and ease of access. They want their business event to deliver well beyond the event itself.
"Melbourne is creating a real point of difference by driving action and real change, and creating legacies. These are becoming a compelling reason for planners to choose Melbourne."
Ms Bolinger said The Melbourne Effect brings together the city's intellectual capacity with its ability to connect people and facilitate collaboration.
More than 140 people experienced The Melbourne Effect when the MCB brought together the Melbourne business events community at Space@Collins on 11 June.
The industry event was the official launch of MCB's 2015-2016 Partner Program, which offers a new tiered structure, providing partners with opportunities to increase their level of engagement with MCB.
"Our revised Partner Program is designed to offer more value across the partnership tiers through more client-facing opportunities such as participation in bids and business development activities, involvement with marketing, direct business leads and networking events," Ms Bolinger said.
"All partner tiers are now included in the Melbourne Planners Guide, the go-to reference for business event planners.
"Our global networks and contacts are second-to-none and means we can offer opportunities to our partners that they can't get elsewhere," Ms Bolinger said.