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MCVB Announces Changes to International Offices

Chief Executive Officer of the Melbourne Convention + Visitors Bureau (MCVB), Karen Bolinger, has announced changes to its representation in North America and offices in Asia.

In North America, Myriad Marketing will replace Mondotels who have represented Melbourne in a sales capacity for the past 14 years. The appointment will see two dedicated Melbourne resources working within Myriad Marketing to build on the good work that has been done by Mondotels.

Bolinger said that the change of representation was a strategic decision designed to bring business development activity in the North American market in-line with the organisation’s new Strategic Business Plan, which aims to have Melbourne recognised as one of the world’s premier business events destinations.

Strategic Business Plan

“Our new Strategic Business Plan has already seen us implement a number of initiatives, including a major restructure of MCVB’s marketing department, the implementation of a dedicated research unit within the Business Development team and the development of a new positioning campaign, Melbourne IQ: The Intelligent Choice for Conferences,” she said.

“As we progress with our Plan, we will be pursuing the North American market with a more streamlined and vigorous approach, and we believe Myriad Marketing is the right organisation to assist us in achieving our long term goals.

“I would like to take this opportunity to thank Mondotels who has been instrumental in gaining penetration into the US market for Melbourne.”

The next chapter

Chief Executive of the Melbourne Convention and Exhibition Centre, Peter King, also thanked Mondotels and said he was looking forward to the next chapter in seeking business from the North American market.

“It is imperative that we continue to build robust leads and strengthen our ties in this all important market for Melbourne and I believe Myriad Marketing will provide us with a platform to grow our presence and output from within North America,” he said.

Specialists in international travel marketing and with offices in New York and Los Angeles, Myriad Marketing has extensive experience within the travel and MICE sectors, with a 25-year history in working with Australia, including current client, the Northern Territory.

Myriad Marketing will commence their contract on 1 January, 2013.

In addition, MCVB will be closing its office in Hong Kong and placing an additional resource in Shanghai following Jennifer Tung’s departure earlier this month.

“We are currently recruiting for a Regional Sales Director, North Asia, to replace Jennifer Tung and join Jenny Yang, Business Development Manager, China in Shanghai,” Bolinger said.

Pictured: Karen Bolinger