Motor Trades Association of Queensland Event

The Motor Trades Association of Queensland (MTAQ) is the peak body representing the interests of more than 2,500 employers in the retail service and repair sectors of Queensland’s automotive industry.

Task

In mid 2012, Three Plus was asked to respond to a tender to launch the Motor Trades Association of Queensland’s (MTAQ) $10 million state-of-the-art vehicle maintenance and repair training and education facility at Eight Mile Plains.

The only key performance indicators for the event was getting the Premier, Campbell Newman, to open the facility and attracting media coverage.

Response

Aware that the Saturday afternoon launch of a training facility at Eight Mile Plains was unlikely to attract the crowd and media coverage that would interest the Premier, Three Plus looked for a reason, a call to action.

Who would bring the stakeholders? A brainstorm landed us on a legend of Australian motor racing, a man who built his own racing cars in the 1950s and 1960s and drove to a world championship.

We found no other physical location named in honour of Sir Jack Brabham, so we proposed that the MTAQ ask for his consent to the building being named after him.

The idea was strong because the connection was appropriate. The new facility represented the changing image of the automotive industry as a highly technical, sophisticated sector and Sir Jack represented engineering innovation and excellence.

On the strength of the proposition, Three Plus was appointed to organise and manage the event.

Achievements

With Sir Jack on board, and his agreement to attend the opening of the ‘Sir Jack Brabham Automotive Centre of Excellence’, the MTAQ had the hook it needed to attract a high level crowd, and to have the Premier help Sir Jack unveil the commemorative plaque.

We knew that the MTAQ’s stakeholders would come from far and wide – and they did – to meet Sir Jack and create an audience for the Premier.

The event allowed the MTAQ to demonstrate its leadership and excellence in private sector training to a Premier who praised their reputation and positioning.

This is an example of how insight and creativity turned a simple and narrowly-defined event into a broad communication tool that spoke to the complete range of stakeholders about reputation and the value of relationships.

For MTAQ, the event was a striking success, largely due to the initial strategic thinking and ‘big idea’ development.