Case Study: MCEC moves into hybrid events with IE Company

MCEC builds hybrid events strategy in 8 weeks with IE Company

The IE Company was engaged by the Melbourne Convention and Exhibition Centre (MCEC) to address a major challenge. The COVID-19 pandemic accelerated the industry's shift toward hybrid events, and MCEC needed to leverage its team and assets to create personalized experiences that bridge physical and digital locations. They previously lacked the context to make evidence-based funding decisions for this new digital product and required a smooth path to market.

IE Company developed a comprehensive Case for Change over an eight-week engagement. This provided MCEC with a clear analysis of business viability, customer desirability, and technology feasibility for a hybrid events product. The solution resulted in strategic, executive, and execution alignment, giving MCEC's leadership the confidence to make an informed funding decision. The engagement culminated in a joint presentation that was highly praised by the client's Director of Marketing & Communications.

MCEC