Business Events Victoria first engaged Frank Lane in 2011 to assist the organisation with a brand re-fresh and to revitalise their ‘hero’ marketing piece the Regional Victoria Planner’s Guide.
Business Events Victoria’s aim is to grow regional Victoria’s share of the meetings, conference and events market by working collaboratively to demonstrate the quality and diversity of conference venues, services and settings in regional Victoria.
The brand re-fresh included modernising the existing logo and the introduction of the tagline ‘Where people and ideas meet… naturally’. This tagline allows Business Events Victoria to leverage the natural beauty of regional Victoria as a significant competitive advantage.
Frank Lane was challenged to revitalise the 2012/2013 Regional Victoria Planner’s Guide. A fresh new creative direction was developed and record levels of member advertising achieved. Business Events Victoria and Frank Lane continue to work in partnership recently launching the 2017/2018 edition of this highly successful annual program that delivers over $17m of potential economic value to the Victorian economy.