Melbourne City Marketing case study
Case Analysis – Melbourne City Marketing 1. ... Melbourne City Marketing (MCM) was formed to revive the dying city centre. They gathered members from city businesses, to help fund and direct the marketing operations because if this was going to work, they needed the co-operation of these businesses. MCM’s strategy had many aspects, but essentially was focused on branding the city. They wanted to develop a brand that says Melbourne is the place to be and that is has more to offer than the suburbs do. This brand aimed to draw people back into the city for entertainment and recreational purposes, particularly current Melburnians. ... Part of the branding strategy also focused on the corporate sector to attract more businesses to set-up in the city, as well as to encourage them to work together and with MCM, helping to create an inviting environment in the city e.