Melbourne Convention Bureau – Visitability Website
- Evolution 7
The Melbourne Convention Bureau (MCB) bolsters the city’s economy by supporting conference/event organisers in attracting delegates and promoting local leisure activities. MCB engaged us to reimagine how Melbourne was presented to delegates, offering a more immersive, content-rich experience for those interested in learning more about the city and surrounding regions. We designed a microsite similar to a conference website but with a richer, more flexible user experience. Now, the site seamlessly ingests and publishes event and operator data from third-party sources, reducing the time required to create, curate, and navigate content.
There are a number of factors that influence “delegate boosting”, but the perception and marketing of the destination as a desirable location tops the list. We designed MCB’s microsite in a way that emulated the city itself: vibrant, diverse, and exciting, with a focus on discovery and exploration. of all Melbourne has to offer. Positioning information about venues, shops, dining options, and attractions alongside editorial and curated content offers an at-a-glance look at all Melbourne has to offer, inspiring conference attendance and increasing the likelihood of an extended stay.
The MCB microsite caters both to self-guided travellers and those who prefer to follow others’ recommendations. Powerful search tools are complemented with travel and tour suggestions, and a selection of pre-populated itineraries.
MCB wanted to showcase a broad range of activities, experiences, dining options, and tours on offer in Melbourne. However, the team lacked capacity to create unique content for each. Therefore, we integrated MCB’s visitability site with the Australian Tourism Data Warehouse (ATDW), a national repository of tourism and related service listings. Doing so ensured users are served with current, relevant content on arrival and throughout the search experience.
High quality photography is critical to transport the viewer to a location and elicit a “must see” or “must visit” response. The site layout prominently features high-resolution, colourful photography, showcasing a strategic blend of Melbourne favourites alongside lesser known local gems. We carried this exciting, high-energy visual language over to the site’s design, borrowing a bold diagonal motif from MCB’s updated branding.