Somewhere between a video showreel 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 helps viewers to host, plan and attend a conference or corporate incentive program in and around Melbourne.
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 at a singular audience focus, whereas it’s Ready. Set. Melbourne content is segmented allowing for greater audience relevance.
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.
Source: Melbourne Convention Bureau