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Spyders invade Brisbane
3 June 2009
Every two years Brisbane plays host to one of the biggest truck shows anywhere in the world - The Queensland Truck & Machinery Show. And in May this year it was time yet again for the world's truck & machinery manufacturers, aftermarket parts distributors and associated industries to rumble in to the RNA Showgrounds for the fifth biggest truck & machinery show on earth!
It's relatively easy getting all that metal & rubber to the Showgrounds, but 2009 is the year of the Recession. How do you let potential buyers and the public know the Show is on and then excite them enough to willingly part with their recessionary cash at the gate? All whilst keeping within a limited marketing budget.
The answer? Two Spyderlites, two Scooterlites a 1000hp Scania convertible V8 drag truck ... and a simple, very clever marketing strategy.
Impact Media's Spyderlites were shipped to Brisbane for the week preceding the Show, both to take the Truck & Machinery Show message to the masses all over the Brisbane CBD and suburbs, and to appear on Seven's Sunrise morning program and on the tarmac at Brisbane Airport for Channel Nine. Scooterlites were sent out when the Spyderlites were on display at media engagements to maintain presence and continuity of the campaign.
By the time the Show opened almost everyone who stepped outside between the Brisbane CBD, Brisbane airport and Port of Brisbane had seen the Queensland Truck & Machinery Show Spyderlites, to the point that they became a frequent topic of discussion all over Brisbane. And the appearance on Seven and Nine captured virtually everyone else.
The result? The Show recorded an impressive attendance of 36,161 over the four days of the show (adult paying visitors increased by 5.2%) and featured a record number of 340 registered companies (up 11%) occupying over 70,000 square metres of display space at the RNA Showgrounds.
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Spyderlites prepare to take on a 1000hp drag truck at Brisbane Airport
Stopping traffic in Brisbane
Lining up at the gates - Spyderlites achieve another roaring success!
