New interactive video experience allows access to information about Melbourne and regional Victoria’s capabilities as a business events destination.

Melbourne Convention Bureau (MCB) has launched the latest innovation in its digital suite to assist business event professionals with a brand-new interactive video planning tool – Ready. Set. Melbourne.

Somewhere between a video showreel and a choose-your-own-adventure book, Ready. Set. Melbourne integrates engaging, clickable options that deepen 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 seek in their planning journey.

All videos include further interaction points, providing in-depth local knowledge that helps viewers to host, plan and attend a conference or corporate incentive programme in and around Melbourne.

MCB Chief Executive Julia Swanson explained that the Ready. Set. Melbourne video uses the latest digital technology for viewers to interact with unique Melbourne choice-driven video experiences.

“Viewers getting to make their own choices is the cornerstone of the video platform. Ready. Set. Melbourne hands over control to the viewer. They are in the driver’s seat, making choices that then personalises the experience as they advance through the content.

“Video content is widely used by Convention Bureaux, but we have taken the next step and developed an interactive event planning journey from start to finish,” Swanson enthused.

Swanson says putting the users in charge increases engagement and allows them to dictate how they explore Melbourne’s business events offerings.

Interactive content is nothing new to MCB. The lead agency acquiring and delivering business events for Victoria, Australia, has a growing history in digital initiatives, 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 bureau says while its past interactive content focused on a singular audience, Ready. Set. Melbourne is segmented, allowing for greater audience relevance.

“Like every video platform on the market, MCB is experimenting with new ways to foster engagement of its services. At the same time, we are also attempting to create an offering that isn’t found anywhere else, much like what we did when we first introduced the Melbourne Virtual Site Visit and offered users the ability to explore Melbourne’s business events offering via a 360-degree first-person immersive VR experience,” Swanson said.  

Ready. Set. Melbourne Top Features

  • Integrates clickable engagement points, empowering the viewer to personalise their exploration and save interesting content for later
  • The opportunity to connect directly with local event professionals at the Melbourne Convention Bureau or Melbourne’s business events supply chain
  • Accessibility considered graphic and audio components optimising the viewing experience and supporting viewers to discover Melbourne’s business events capability
  • Addressing four key audience segments across the business events ecosystem, providing relevant information to host, plan or attend a business event in Melbourne within each video journey

Featured image by Matt Zhang on Unsplash.

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