May 10, 2021

Melbourne Convention and Exhibition Centre (MCEC) is becoming the “home of the unconventional” under a rebrand announced today as part of its strategy for the next four years, which focuses on pandemic recovery.

The strategy has identified four priority areas: people, financial sustainability, community pride and new markets and products.

“We do things a little differently at MCEC and we are now looking to the future to ensure we keep innovating and evolving,” said Chief Executive MCEC, Peter King.

“Our 2021-24 Business Strategy recognises that MCEC makes a significant contribution to the life and economy of our city and state, and we want to keep making an impact where it counts.

“By unveiling a new brand to the world, that accurately represents the way we are working here, we hope to attract like-minded customers, partners and visitors to join us at MCEC.”

The centre, which drove more than $1.2 billion of economic impact in 2019, has been implementing unconventional uses for its space already, including by opening Australia’s first drive-in indoor cinema and providing space for guide dogs to train.

Rich Curtis, Chief Executive Officer for FutureBrand Australia, which has been tasked with creating and delivering the rebrand says the experience of MCEC extends beyond providing event space.

“Our work is focused on how we position and design the brand in ways that don’t reinvent it, but in fact strengthen it to surface their unconventional approach, showing what makes MCEC and their people truly special,” he said.