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.

Traditionally, the Adelaide Motor Show  has been frequented by motoring enthusiasts, largely consisting of men.  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.


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.


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.


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.

The crowd totalled 46,000 people - 28 percent (or more than 10,000 people) up from the previous year- which exceeded all expectations.