Melbourne Convention and Exhibition Centre (MCEC) and Ogilvy Melbourne have launched a new campaign for Meetings & Events Australia’s National Conference, using the creative platform of ‘Break Conventions’.

Ogilvy Melbourne engaged the help of renowned Melbourne street artists, RUSKIDD (of The Blender Studios) and WONDERLUST (of Everfresh), to help define what it means to break conventions in the conference and events space and to encourage industry leaders to do the same.

Their unconventional way of seeing and interpreting this space was the basis for a communications campaign developed by Ogilvy Melbourne, including posters, digital and experiential, all of which break a traditional conference custom.

It culminated in a unique piece of artwork unveiled at the opening night of the MEA National conference last night (Sunday, 17 April).

Prue Rogers, local host chair of the MEA conference, and senior manager (customer experience) at MCEC, said, “The world of business events is constantly changing and simply keeping up is not enough.

“With the Meetings & Events Australia 2016 conference being hosted in Melbourne, one of the world’s most creative places, the conference theme of ‘Breaking Conventions’ is perfect. It’s not just about delivering better meetings and events. It’s about breaking conventions in every area of business, your life and your career. We’ve secured a great line-up of speakers and can’t wait to get started.”

The MEA National conference is on at Melbourne Convention and Exhibition Centre from 17 to 19 April.