MCEC Home of the unconventional

Insight

Melbourne Convention and Exhibition Centre stands as Australia’s largest and most dynamic event venue.

With over 60 adaptable spaces, MCEC hosts over 1,000 events annually, fostering creativity and innovation.

Nestled in the vibrant South Wharf precinct, MCEC welcomes individuals to share ideas, build communities, and create lasting legacies. With a diverse range of events from meetings, conferences, and exhibitions to concerts and galas, MCEC caters to every format – in-person, virtual or hybrid – making it the perfect venue for all gatherings.

MCEC’s ambition was to deliver a remarkable digital experience that mirrored the impact felt by event partners, customers, visitors and prospective job applicants.

Idea

Striking the balance between simplicity and momentous.

With an informed content strategy, the new mcec.com.au site showcases vibrant imagery, immersive content experiences, as well as easily accessible and comprehensible information for its multiple audience types.

The website is designed to be reflective of MCEC’s unconventional brand, narrowing in on their bold and vibrant colour palette. Intuitive usability and accessibility is underpinned by simple design principles to connect with corporate event customers.

A composable architecture assembled using modern SaaS products ensures extensibility and scalability for future phases of MCEC’s growth. Built on headless Contentful CMS, content is re-usable on multiple channels to ensure brand consistency is not lost.

Algolia, an AI-powered search and discovery platform, empowers MCEC with advanced data search and filtering required for global search and other listing pages like events filtering.

And with enquiries and subscriptions being such an integral part of the experience, custom forms were developed for better self service. The integration with Formium allows for flexibility to CMS editors to create simple forms without developer involvement.

Impact

Not just a website. But an impactful brand and experience platform.

MCEC’s new digital experience will inspire, inform and enable more event planners and visitors to experience the space.

It reflects MCEC’s iconic stature, presenting MCEC as one of the industry leaders that provides the most memorable and impactful events, attracting more new partners, customers, visitors and employees.