A highly modified 40-foot shipping container sporting state-of-the-art facilities has proven to be a crowd-winner for Toyota Material Handling Australia (TMHA) at this year's Adelaide 500, the first event in the 2020 Supercars Championship.
Toyota Material Handling Australia co-sponsored two Holden ZB Commodore race cars: one for Team 18 in Huski Construction Equipment livery, driven by Scott Pye, and the other in Toyota Forklift livery, driven by (formerly Preston Hire- sponsored) Irwin Racing's Mark Winterbottom, who finished eighth.
The Irwin Racing car, number 18, features Toyota Forklift badging on the front corner-panels, whilst Huski Construction Equipment adorns Team 18's number 20 roof, bonnet and front grille.
The Customer Activation Centre - easily identifiable by its distinctive Toyota Material Handling and Huski Construction Equipment livery - was available for everyone's enjoyment for the duration of the event, which ran from 20 to 23 February.
The Activation Centre's mezzanine level features 12 metres of covered roof shading, seats made from customised Toyota forklift chairs and tables custom-built from pallets.
TMHA general manager - Marketing & Business Development, George Malamatinis, said the transportable building was highly customised to include features and amenities perfectly suited to the race.
"The Adelaide 500 is the first race in the 2020 Supercars Championship so it was great to have our Customer Activation Centre there, given everyone was so excited to see it get underway," said Mr Malamatinis.
"We were proud to be able to contribute to an event that kick-started the 2020 Supercars Championship.
"It was a perfect opportunity to get the Toyota forklift and Huski Construction Equipment brands out to the racing community. There's lots of crossover between what we do and the needs of the motorsports industry and the businesses of race fans.
"It was nice to mingle with the public and network with customers and potential customers in the comfort of our air-conditioned lounge. People enjoyed the hospitality from our kitchen, had a coffee and learned more about our range and technologies.
"But we made it all about the race and supported that. We showed the race the entire time on our three big-screen TVs and audiophile sound system.
"People really appreciated the facilities. It was a big winner with the fans."
TMHA's brand and product themes are incorporated throughout the Customer Activation Centre, with the front service desk being made in the shape and colour of a Toyota forklift counterweight.
Team 18 driver, Scott Pye, who finished 15th said he was excited about his new team and sponsor: "The car looked fantastic and the activations they had at the circuit were second-to-none, and reflected their investment in the sport, in this team and in myself," said Mr Pye.
"We have some pretty exciting times ahead and I'm super-excited to be in this car this year with a team that's really motivated and extremely talented."