Cut Through the Noise: Liz Kozmevski on MCEC’s New Marketing Services
By Bree Pagliuso|
Melbourne’s event scene is electric—dynamic, competitive, and packed with experiences that bring people together. But in a city where there’s always something happening, standing out takes more than just a great event. That’s where MCEC comes in.
For over 30 years, we’ve been the backdrop to global exhibitions, industry-defining conferences, and community-driven events. Since 2017, we’ve been amplifying events with complimentary marketing support. With 2.6 million annual visitors and a highly engaged digital audience, we know that visibility is everything.
Now, we’re expanding our marketing services even further.
Just like Melbourne, we’re always evolving—pushing boundaries to make your partnership with us more powerful. Our newly expanded Marketing Opportunities Guide is designed to help event organisers break through the noise. With both complimentary and paid services, we’re offering smarter, more cost-effective ways to connect with engaged audiences.
From fresh, dynamic digital marketing to bold outdoor signage and high-impact editorial content, we’re always looking at new ways to give event organisers more opportunity to cut through the noise, capture attention, and create events people can’t stop talking about.
So, what’s changed? Why now? And how can event organisers tap into these opportunities? We sat down with Liz Kozmevski, MCEC’s General Manager of Marketing, to talk about the thinking behind our marketing services refresh, shifts in the industry, evolving event-goer expectations, and why MCEC is giving events the spotlight they deserve.
Melbourne’s event scene is always evolving, and standing out is more important than ever. What made this the right time to refresh and expand our marketing opportunities?
"We wanted to make sure our marketing services truly support our customers. One of our key objectives is to deliver exceptional experiences by partnering with them throughout their planning journey.
Marketing services play a crucial role in that, so we refreshed them to be easier to use, more valuable, and to offer more options. We also wanted to go beyond just taking our customers event assets and repurposing them across channels, we want to be more involved in the stories behind our customers’ events, and provide stronger support and greater visibility, helping them make a bigger impact."
Competition for audience attention is fierce. Was there a defining moment or insight that made us rethink our marketing support?
"Our approach was informed by industry research, exploring how event promotion is supported across the industry. We saw an opportunity to enhance our offering providing more thoughtful and impactful support. Internationally, many venues have full-service, in-house marketing teams dedicated to event promotion. While we're not replicating that model, we recognised the value in going beyond the website listings to offer more. Our hybrid approach blends editorial storytelling, digital amplification, and strategic advertising; giving organisers smarter, cost-effective ways to promote and amplify their event."
There’s now a mix of free and paid marketing services available. What’s the thinking behind that structure, and how does it benefit organisers?
"We wanted to create a structure that balances essential support with optional extras for greater impact. Some services—like our What’s On listings and basic email features are foundational. They meet both visitor and organiser needs, so we provide them for free.
But we also know that some organisers want to take their promotion further. For those looking to reach a bigger audience through outdoor advertising or in-depth editorial content we offer paid options that deliver high-impact exposure at a cost-effective rate compared to using a media agency."
Outdoor signage has long been a go-to for event promotion. What changes have we made to pricing, and how does that help organisers?
"We’ve lowered the cost of some of our digital and outdoor signage to make it more accessible, especially given the challenging economic conditions many businesses are facing. We know how valuable these assets are for event promotion, so we wanted to ensure more organisers could take advantage of them.
Our large format outdoor signage delivers fantastic impressions and visibility to over 2.8 million monthly motorists, and we’ve set our rates below market pricing. That means organisers get high-impact exposure at a more affordable cost, making it easier to market their events effectively."
Social media and email marketing are two of the most effective ways to reach an audience. How can organisers leverage these channels to maximise event promotion?
"Social media and email databases are where people go to find out what’s on, and we’ve been investing in growing these channels. A recent internal report showed our social media following has grown by 13% in the past year—that’s a significant jump.
That growth benefits everyone. It’s a win-win. We help promote their events, and they help fuel the momentum of our growing community with unique event stories."
MCEC is a huge driver of Melbourne’s event and tourism economy. How do our marketing efforts contribute to keeping the city’s reputation as a globally recognised events destination?
"Events are in Melbourne’s DNA. This city is the events capital of Australia, and MCEC plays a huge role in keeping it that way.
With over 2.6 million visitors a year and a thriving digital audience, we’re not just promoting what’s happening inside our venue, we’re amplifying Melbourne as a whole. Every event and every campaign we run helps put this city in the spotlight, driving tourism and keeping Melbourne front of mind as a must-visit destination.
Our channels have engaged audiences, and by highlighting the diversity of events, we help reinforce Melbourne’s reputation and continue driving its tourism economy."
For organisers who want to tap into MCEC’s marketing support, what’s the best way to get started?
"It all starts during the sales and planning stage. For public events needing promotion, our sales and planning team can walk organisers through the marketing options available and connects them with our marketing team for a deeper dive into how we can help.
We work closely with organisers to refine their assets and provide guidance on best practices. This thoughtful approach helps amplify events effectively and delivers better results for our customers."
So, are you ready to amplify your event?
Get featured on our high-traffic website, land in thousands of inboxes through our e-newsletter, and spark buzz across social media—all at no cost.
Want to go even bigger? Our paid options take your event to the next level. Think digital ads, outdoor signage, featured articles, and more ways to grab attention.