Texans to get Smart State Personalised Plates

Minister for Transport John Mickel has congratulated James Power, Chairman of Personalised Plates Queensland (PPQ) after the company announced that the Texas Department of Transport has selected a Power Industries subsidiary My Plates Inc. as the winning bidder for the sale and marketing of personalised plates in the US state.

“While it is fun expressing yourself through PPQ's innovative and extensive range and themes, it is also a great time to reflect on the seriousness of road safety,” Mr Mickel said.

“More than 285,000 Queenslanders have personalised plates and the proceeds from these sales make a direct contribution to road safety.

Over the past 5 years PPQ has contributed over $38.5 million dollars to Queensland Transport to assist with road safety initiatives.

Power Industries, a wholly Queensland owned company is the joint venture partner of Queensland Transport in the highly successful public/private partnership PPQ.

“PPQ was established in 1998 and from humble beginnings has grown into a highly respected joint venture between the Queensland Government and private sector bringing benefits to small business, employment, customer service, and ultimately, all Queensland motorists,” Mr Mickel said.

PPQ Chairman James Power said this result is a great tribute to the company’s business model and represents an example of the Smart State exporting innovative public policy to the world.

“Texas with a population of over 22 million people was a market greater in size than the whole of Australia and presents an outstanding business opportunity for our company, Mr Power said.

“Texas feels like Queensland, it’s a high growth state with a warm sunny climate and laid back people. Queenslanders naturally feel at home there and I’m certain Texans will welcome the opportunity to express their personalities, support their sporting teams or enhance the look of their motor vehicle with the ultimate car accessory a personalised license plate

“I wish to place on the record my sincere thanks to Queensland Transport and it’s senior executive team in particular Director General Bruce Wilson who was responsible for the decision to create PPQ. Our winning the tender in Texas was largely due to our ability to point to the excellent partnership we have with QT.

“As part of the wining bid Power Industries committed to returning a minimum $40.0M to the State of Texas.

Currently the market penetration of personalised plates in Texas is less than 1% of vehicles compared to Queensland where the figure is over 8% and growing.

Texas is a multi-lingual market with a requirement for Hispanic plates, as well as needing to recognise a range of other cultural considerations.

Because the concept is new to Texas and the market is across such a wide area, there will also be a big investment in a promotional campaign covering TV, outdoor advertising and multi media.

A picture opportunity will take place at Level 1, Computer Associates House, 52 Mcdougall Street, Milton at 11.30am on Tuesday, 18 December.

Company contact: John Rochester 3229 4499 or John.Rochester@rowland.com.au

Ministerial contact: Chris Brown 3237 1944 or Nathan Moir 3235 4060

December 18, 2007