The Event

The National 4×4 Outdoors Show, Fishing & Boating Expo is Australia’s premier B2C outdoors automotive lifestyle exhibition. The 2019 event was held at Melbourne Showgrounds, 16-18 August.

The Objectives

To cement its position as exhibitors’ event of choice, ensuring the show is a must-attend for the latest products and services in off-road, touring, towing, fishing and boating through engaging the growing market of young families while still appealing to the traditional male market.

In doing this, the event had several specific revenue and profit objectives across gate takings, on-line ticket sales, exhibitor revenue and overall event profitability.

The Results

The three-day 2019 National 4×4 Outdoors Show, Fishing & Boating Expo was a resounding success both from an attendance and exhibitor-satisfaction perspective, setting an attendance record of 40,640 (up 17%) and firming the event’s market position as exhibitors’ show of choice. 

The National 4×4 Outdoors Show, Fishing & Boating Expo remains Australia’s largest event for off-road, fishing and outdoor enthusiasts. As the only one that combines all interest areas in one, ETF has ensured the 20-year-old show remains the sectors’ premier one-stop retail event.

Catering to overall lifestyle has allowed the event to grow and evolve, engaging new visitor demographics and exhibitor types along the way, while simultaneously retaining the appeal for traditional male-outdoor enthusiasts.  

Wide audience appeal was created through having interactive and educational experiences, informative stages across the interest spectrum, and securing top industry talent as exclusive ambassadors, who could then promote the event to their fans via their own media.

Reaching out to secure big-name exhibitors with strong industry reputation and credibility, while maintaining and nurturing relationships with long-term and new exhibitors, helped ensure repeat business and provided exhibitor value in attracting a broad target audience.

The event also had an environmental and social-responsibility focus, with recyclable shells and non-year specific signage reused, while building materials (soil, sand, rocks) for the Action Arena and Proving Ground were recycled from previous shows. Colour-coded recycling bins were provided for general and co-mingled waste, and all communication was paperless where possible.

A strategic, well-managed plan allowed thousands of large and/or fragile items to be bumped in and bumped out without issue. Throughout the event, visitor and participant safety and enjoyment remained priorities.