Hughes Public Relations, Adelaide

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Adelaide Motor Show, Case Study, Hughes PR

Adelaide Motor Show
Breathing new life into South Australia’s auto showcase.

The Situation. The Adelaide Motor Show is South Australia’s automotive spectacular – an event which showcases the latest from Australian and overseas manufacturers.

From $600,000 exclusive coupes to $12,000 first cars, there is something to suit every taste and budget, with a total of 300 new vehicles worth in excess of $25 million on display.
Traditionally, the Adelaide Motor Show has been frequented by motoring enthusiasts, largely consisting of men. In 2005, organisers wanted to broaden the audience and ensure the event appealed to a wider range of people.

Hughes Public Relations was appointed to assist in raising awareness of the event and to boost the volume and variety of the crowds.

Objectives. The consultancy was requested to create a “buzz” in the lead-up to the Adelaide Motor Show, in the form of pre-event publicity that would reach a wider audience base of both genders and all age groups.

Hughes Public Relations implemented a campaign designed to raise awareness and build anticipation in the lead-up to the “Biggest and Best” Adelaide Motor Show ever to be staged.

It aimed to:

  • Appeal to men, women and families across South Australia , including the regions;
  • Showcase the event’s point of difference – “Four Big Shows in One”;
  • Build “hype” which would translate to a significant increase in crowd numbers;
  • Educate the public about the latest in automotive technology and safety.

Elements.

A range of techniques were used to generate publicity opportunities during the two-month publicity campaign.

Major news and feature opportunities included:

  • Ticket giveaways with major regional newspapers;
  • A showcase of concept cars to be featured at the event;
  • Information/lead-up stories in the days prior to the opening;
  • A three-page fashion shoot with stand-out car;
  • Opinion piece on the changing tastes of Australian car buyers;
  • Car safety;
  • Newspaper supplement;
  • The latest in personal, urban transport;
  • Adelaide Motor Show Lunch – Guest Speaker and Media Preview;
  • Journalists’ Preview;
  • Celebrity 4WD Challenge.

Outcome. In the week leading up to the opening of the Adelaide Motor Show, print and radio news coverage was strong, which was demonstrated with spiralling crowds from day one of the event.

Thousands of people visited the Royal Adelaide Showground throughout the four-day Show, with an encouraging cross-section of men and women. On Sunday, officials had to call in help at the gates to issue more tickets for a growing line-up.

The crowd totalled 46,000 people – 28 per cent (or more than 10,000 people) up on 2004 – which exceeded all expectations.

Organisers, attendees and exhibitors all commented on the positive awareness generated prior to, and during the 2005 Adelaide Motor Show. Members of the crowd commented on media coverage to exhibitors at the Show, and following the event, the organiser was inundated with calls about 2006.

All agreed that if you were in Adelaide during March, you knew that the Adelaide Motor Show was on and that it was going to be bigger and better than ever.