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Building the brand of Melbourne

14 Dec 2017

Building the brand of Melbourne Image

Visit Victoria’s general manager of major events Damien de Bohun provided the Yarra River Business Association (YRBA) with an engaging insight into his vision for our city at its luncheon on November 24.

YRBA members gathered for the association’s last function of 2017 at the marvelous Metropolis Events space at Southgate, as Mr de Bohun gave an informative and passionate address.

As a highly respected figure in corporate, sports and events circles, the State Labor Government appointed Mr de Bohun to the role in October 2016.

Having previously served as CEO of the A-League, CEO of the Leukemia Foundation and a former executive of Cricket Australia, Mr de Bohun is well equipped to secure the biggest and best events to Victoria.

In a roving speech that took him to all corners of the room, Mr de Bohun began with an insight into Victoria’s recent acquisition of the record-breaking Harry Potter and the Cursed Child production in 2019.

Much to the surprise of many, he informed members that Harry Potter was currently the biggest brand in the world. He said the fact that Melbourne had secured the rights to the production exclusively in Australia and the southern hemisphere highlighted our city’s global reputation.

He said that Visit Victoria’s ambition for attracting major events to our state was always driven by a desire to build both Victoria’s and Melbourne’s brand on a global scale.

And as far as our wonderful Yarra River is concerned, he told YRBA members that he was determined to capitalise on what he considered an underutilised asset.

He highlighted the need for Melbourne to build on its events program throughout the year, particularly in winter. To the delight of members, he said the lower Yarra was a key asset in building on Visit Victoria’s ambition to attract more events to our city in the future.

Yarrariver.melbourne

 

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