Brisbane Truck Show

The Brisbane Truck Show is an initiative of Heavy Vehicle Industry Australia and dates back to 1968. It’s held at the Brisbane Convention Centre every other year and is the biggest showcase of trucks, trailers, associated equipment and technology in Australia.

The Brisbane Truck Show won ‘Australia’s Best Corporate Event’ and ‘Best Exhibition, Trade or Consumer Show’ at the 2019 Australian Event Awards.

Webtree rebuilt the Brisbane Truck Show website in 2018 in readiness for the show in May 2019. Zadro marketing agency in Sydney provided detailed Illustrator designs.

The core of the website included articles, events and general information pages. The site was built allowing the client to manage all the content, simply ticking a box to send articles and events to feature on the front page.

The site also featured an automatically generated landing page for each exhibitor. This allowed the each exhibitor their own custom Brisbane Truck Show URL to market themselves as ‘the star of the show for advertising to their customers. The unique landing pages automatically populated with the exhibitors’ own news and on-stand events alongside brand-neutral event content.’

Whilst the site was already live the client devised a new initiative to host a Jobs Hub in the lead-up and at the show. This initiate would provide opportunities for new graduates to enter the industry and connect existing members to the applicants. Webtree presented solutions and proceeded to build onto the live website a module to facilitate industry members to submit their own job vacancies directly to the website. On review the positions could be approved to go live on the website. Applicants could apply online and applications would go directly to the member organisation.

The 2018 website remains functional and has been repurposed for the 2021 show. Along with a refresh of the front page, two new modules have been developed and added without disrupting the live site.

The ‘Exhibitor Gateway’ module provides information to the exhibitors. This module, although part of the existing Brisbane Truck Show website, has alternate branding to the main site including different headers and footers.

The ‘South Bank Truck Festival’ module centres around the external event. It also has alternate branding is effectively a website within a website.

An excerpt from the Heavy Vehicle Industry Australia 2018/2019 Annual Report:

The re-branded truck show website was a hit with a 51% increase in usage, eclipsed by a 90% growth in our Facebook followers and with over 700 individual news reports reaching an audience of 4 million people, it is understandable there was a buzz at the BTS. ...

Other new initiatives included the new Jobs Hub featuring panel discussions from dynamic industry ambassadors showcasing the huge diversity of potential career paths. Over 150 jobs were available on the portal with the jobs exchange providing a platform for speed interviewing at the show. A ground-breaking website was developed featuring URL’s for every exhibitor presenting them as the star of the show for advertising to their customers. The unique landing pages automatically populated with the exhibitors’ own news and on-stand events alongside brand-neutral event content. ...

I want to publicly thank our exhibitors for continuing to support the show: acknowledge our sponsors BP Australia, Bauer Trader Media, NTI, BCEC and our show partners such as OzAccom, Moreton Hire, Agility, Worklaw, Zadro, Webtree, Balmer Agency, Qantas, Iveco (Apprentice Challenge), Queensland Government, Tourism and Events Queensland, Brisbane Marketing and South Bank Parklands.

HVIA’s 2018-19 Annual Report
Project
Brisbane Truck Show Website
Client
Heavy Vehicle Industry Australia
Year
2019 and again 2021
Design
Webtree Canberra / Zadro Agency Sydney
Brisbane Truck Show website
Webtree developed highly innovative and dynamic event websites for our 2018 ComVec conference, then for the 2019 Brisbane Truck Show. An amazing outcome from a very challenging brief! We were rewarded with massive increases across all analytics KPI's. The site was a key part of our marketing strategy with unique landing pages for each exhibitor, reached by short-URL's and based on a complex, yet easily managed tagging system. The initiative enabled and encouraged stakeholder buy-in and incentivised their proactive participation in promoting the event.
Heavy Vehicle Industry Australia