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AIME Business Creative Conferencing
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Melbourne Edge (C2) – Case Study

Who was the client?

The Melbourne Convention Bureau

The Melbourne Convention Bureau (MCB) own the Asia-Pacific Incentives and Meetings Expo (AIME). AIME is where the decision makers of the meetings, events and incentives industry meet to do business across the Asia-Pacific. It is the leading business events trade show in the region.

MCB is a business development organisation, responsible for identifying and securing international and national conferences, incentive travel reward programs and other business events for Victoria.

MCB leverage its ownership of AIME to produce a satellite conference, Melbourne Edge Event Series, which takes place during AIME and is anchored in creative conferencing.

Showtime Event Group hosted the Melbourne Edge Event Series in conjunction with MCB and C2 to showcase Melbourne as a prime destination for business events in Australia.

Who was attending Melbourne Edge Event Series

Influential delegates attending AIME were handpicked from the global business events market, who were identified as organisers of sizable conferences, corporate events and incentive travel in the Asia-Pacific Region.

What was the brief?

The brief was to give guests a taste of the dynamic and progressive Melbourne conferencing scene, working with C2 Melbourne to select unique spaces to activate in an inspiring way, and tailor a contemporary menu showcasing Victoria’s local produce and world-class food scene.

What was involved on the day?

C2 Melbourne’s facilitators activated three of their unique Lab experiences, each designed to stimulate conversation, lower their inhibitions and remove barriers between delegates by placing them in unusual and engaging situations.

Where was the event located?

Activating a section of the South Wharf precinct on the banks of the Yarra in the Melbourne CBD, this conference centred around keynote speakers in Showtime Events Centre, incorporating a central outdoor catering hub and also activating individually themed restaurants as Labs. The footprint was designed to show Melbourne’s potential to bring conferencing away from four white walls and into the 21st Century.

When was it?

February 19th 2018

What was the Menu?

A custom high-end lunch banquet was created for this event:


Fior Di Burrata aged Parma ham, wild rocket, medley tomato, Vino Cotto, aromatized virgin olive oil

Rustic Slow baked Petuna Ocean Trout, baby fennel, shaved radish, fried capers and dill salt

Caramelised Pumpkin, Quinoa, corn, green lentil with Macadamia nut milk dressing

Pulled beef brisket, Tarago river blue cheese, celery, toasted walnuts and shaved pears


Millawarra char grilled lamb cutlets, make you own topping with Tahini dressing, mint, tomato and pea salsa, Tzatziki

Country style leeks, chorizo, cauliflower and chicken bake

Fragrant prawn, calamari and saffron Soffritto Burghul Parcels

Roasted Heirloom root vegetables, rosemary, lemon oil


Sweet orange aroma macerated seasonal berries, praline crumble

Open rustic apple flan, Tonka bean double cream

Were all objectives met?

The day proved to be an overall success and allowed Showtime Event Group to provide a fresh experience to guests who would have not been involved in these new creative conferencing programs, a very interesting time to be in the event industry where we look forward to hosting more of these creative events.

“Melbourne is renowned as the events capital of Australia and MCB plays an important role in demonstrating this to the business events sector. Showtime Event Group has proven that it has the creativity, adaptability and professionalism to deliver time and time again, and represents Melbourne to an international audience at the highest possible level.”

“We have worked with Showtime Event Group many times to showcase Melbourne’s business events flair, and on each occasion, we are confident that our clients are in good hands,”   –    Karen Bolinger, Melbourne Convention Bureau CEO:

MCB; Melbourne Edge;

Showtime Events Centre; South

Wharf Promenade; South Wharf

Tags from the story: corporatecreative conferencingsouth wharf venues

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