The real reason behind Melbourne Convention Bureau's global wins
June 07, 2023
Like a fine wine, the Melbourne Convention Bureau (MCB) has matured over its fifty-plus years of operation. For decades now, MCB’s reputation has preceded itself, with a highly successful track record of bidding and securing international association global conferences and summits.
As a recent standout, MCB didn’t hit the brakes during the Covid pandemic. The bureau chose to continue investing in its international offices based in the US, UK, Southeast and North Asia. These overseas teams kept conversations going with existing and prospective clients, keeping the momentum going and planning for the future. It’s this example of commitment and forward thinking that places Melbourne as a top destination for hosting international conventions.
Getting down to the basics - what is the reason for MCB’s consistent success?
The recipe for success is MCB’s ability to identify and establish highly engaged local organising committees to support the end-to-end process in bringing your event to life in Melbourne.
MCB does this extremely well, harnessing input from its Knowledge Partners — a diverse cache of organisations that are globally recognised experts in your field.
One recent example of MCB’s collaboration with local organising committees and Knowledge Partners resulted in winning impressive international conventions such as the World Chambers Congress and Rotary International Convention.
So how does it all work?
MCB starts out by building a relationship with the local chapter of a global association or industry body that holds international conventions and summits.
Alternatively, MCB pulls together a unique local organising committee by tapping into a vast network of highly engaged Knowledge Partners, commercial contacts and industry stakeholders.
MCB then takes the lead, project managing the bid submission and identifying and submitting applications for potential funding streams to support event delivery.
Why do MCB Knowledge Partners play such a significant role?
It’s all part of MCB’s highly desired Team Melbourne approach.
Working hand-in-hand with Knowledge Partners on collaboration opportunities only amplifies Melbourne’s position as a global knowledge hub.
For example, MCB Knowledge Partner, the Bio21 Molecular Science and Biotechnology Institute (Bio21 Institute), has been prolific in producing some of Australia’s most internationally acclaimed research in molecular science and biotechnology.
However, it has also made a significant contribution to securing some of the most prominent scientific events for Melbourne.
The Bio21 Institute’s leading academics have collaborated with MCB on securing three premier scientific events over the next two years, that cement Melbourne’s position as a leader in biological sciences.
These include the International Congress of Genetics 2023, General Assembly and Congress of the International Union of Crystallography 2023, and the Congress of the International Union of Biochemistry and Molecular Biology 2024.
Combined, these conferences will attract delegates from more than 77 countries and deliver in excess of AUD $67 million to the local economy.
What support do international associations receive after Melbourne secures hosting rights?
As a full-service bureau, MCB can become a strategic business partner for your entire business event.
Once a global association conference or summit has been secured for Melbourne, the MCB Convention Servicing department provides bespoke end-to-end event delivery support.
Working closely with both the local organising committee and international association event planners in the lead up to, during and post meeting, your dedicated MCB team will provide a suite of services to ensure the planning process is smooth and the event is attended by the maximum number of delegates.
As each event is unique, MCB works collaboratively with you, tailoring the approach for your business event — whether it be coordinating site inspections or connecting you with the right people, places and products to ensure your event is secured, planned and executed with ease and on budget.
MCB Chief Executive Ms. Julia Swanson explains “We engage what we call ‘Team Melbourne’ to not only support the business development and bid process, but to ensure successful delivery of the event – MCB is there every step of the way, whether the event is held in one or seven years’ time.”
“We focus on delivering powerful legacies aligned with the core purpose of the association, lasting beyond the event itself.”
So what exactly does MCB’s one-stop-shop of services offer?
MCB offers a full range of free services including:
- Sourcing accommodation and venues
- Linking the association to professional conference organisers, key business event products and event suppliers
- Facilitating access to industry experts and working with relevant MCB Knowledge Partners to support your bid journey and delivery of your event program
- Marketing and delegate boosting support
- Providing planning resources such as MCB’s Sustainability Tool Kit
- Providing inspiration for unique experiences including pre and post touring options
Where to begin?
It’s easy. Get in touch with MCB today to learn how the team can work collaboratively with you to secure and deliver a successful event that drives tangible outcomes and long-lasting legacies.