ITTES 2016: Redefining an icon
- From the May 2016 issue.
With the aim of creating a new kind of national transport and logistics spectacle, Australia’s largest trucking event, the International Truck, Trailer & Equipment Show, has undergone a fundamental reshuffle for the 2016 edition.
When marketing for the 2016 International Truck, Trailer & Equipment Show (ITTES) in Melbourne kicked off in May 2015, it was sure to capture the transport industry’s attention: Instead of continuing on with a proven concept, then newly appointed Show Director, Simon Coburn, declared a complete reshuffle of the concept, aiming to attract 500+ exhibitors and break the 40,000 visitor mark.
To achieve the ambitious goal, Simon and his team have made some substantial changes to the show set-up – the most prominent one being the introduction of a dedicated Roads & Civil Works Expo and a stand-alone Waste Management in Action exhibition.
“The first thing we did after wrapping the 2014 show was go out and collect industry feedback,” he recalls. “We realised that you can’t just stick to a proven concept if you want to continue growing. It’s been eye-opening and helped us refine our vision for what a modern transport event should look like now and in ten years’ time.”
According to Simon, adding the two sister events was a necessary step to do justice to a changing transport and logistics landscape. “In a time where mining activity is waning and Australia’s economy has to re-invent itself to remain competitive, I believe we all have a responsibly to help shape the future of our country,” he says.
“Opening up to a high-growth industry sector like waste management and giving the infrastructure and civil works community a forum to interact directly with the truck market will bring together all the missing parts to create an environment that actively encourages collaboration at a scale never seen before in Australia.”
John Murphy, Chairman of the ITTES Organising Committee, is equally confident, saying the new concept will make for an improved experience at the iconic event. “The 2016 Show year has certainly seen an exciting change in exhibitor dynamics, layout and model so the whole look and feel will evolve in line with that change,” he says – adding that all three of the events are supported by Viva Energy Australia as a Foundation Sponsor.
“It’s going to be a new experience and unique to the Victorian freight capital of Melbourne,” John concludes. “In 2016, we will change the game for good and redefine what a truck show should and shouldn’t be. It should be a place where we do business, but it should also provide room to learn from each other. That’s a powerful proposition, and I am sure the Show will more than live up to it.”