How innovative campaigns have driven regional windfalls

As Caravan Industry Association of Australia embarks on their 2023 edition of the “Road to a Million” stimulus marketing activity, it is useful to examine the lessons from the inaugural and award winning 2022 initiative, which proved to be a catalyst for regional dispersal and industry engagement, following on from targeted consumer promotions conducted through and out of COVID.

But to truly gauge the impact of this particular campaign, we delve deep into the numbers that underpinned its success and how it sets the stage for 2023.

2022: Kicking back into gear and getting people to travel further

The central tenet of the 2022 campaign was simple, yet powerful – raise awareness of the joys and value for money of caravan holidays while incentivising them to stay longer and travel further. Following on from successful COVID campaigns which initially kept people connected to industry and moving once restrictions lifted, as awareness rose and confidence grew, it would lift the fortunes of all caravan parks, from the most luxurious to the most rustic, and from the near to the far.

Why did we even bother with a tide rising industry campaign given the industry was continuing to outperform the general tourism sector?

The simple answer was this…

The broader economic challenges we knew the industry would continue to face in the coming months or years ahead as consumer belts got tighter and competition increased. It was critical that we drove for success across two key pillars - domestic travel movements and economic resiliency.

Domestic Travel: With ongoing international travel curbs for much of 2022, Australians increasingly sought domestic holiday options. The campaign tapped into this sentiment, offering a compelling and local alternative while encouraging regional travel.

Economic Resilience: Amid economic uncertainties, the caravan industry showcased adaptability, providing affordable and value for money holiday options. This positioned caravanning as an attractive proposition in an inflationary environment.

When reflecting on the 2022 campaign and its merits we arrive at six key areas the campaign delivered on. At the very outset we saw remarkable participation with a staggering 91 percent of caravan parks across the country embracing the activity. This widespread industry collaboration and amplification was a testament to the campaign's simplicity yet unifying message and appeal.

The uptake in the campaign and resonance with the public meant there were holidays galore. During the campaign alone, there were 77,937 holidays registered.

Beyond just holidays and participation, the campaign translated into tangible economic gains. Providing an economic windfall for industry with over one million nights stayed throughout the campaign. This surge culminated in a massive shot in the arm for the industry.

Looking at the campaign’s appeal and resonance from the customers, their voices from the ground spoke volumes on the campaign's reach and influence.

• Over 68 percent felt the campaign would likely prompt them to book another stay within the year.

• An overwhelming 85 percent held a positive impression of the campaign.

• The campaign's influence extended to travel decisions, with 19 percent opting to travel further and 18.3 percent booking longer stays.

The campaign’s appeal, participation and resonance aided significantly in the campaign’s primary objective, “Staying Top of Mind”. A resounding metric emerged from the national survey with more than half of campers (based on over 6000 survey results) reporting that the campaign ensured camping remained a prominent consideration for their current and future holiday plans.

Based on the execution, consumers were rewarded the further away from a capital centre they travelled delivering regional dispersal to communities and industry businesses that traditionally would not directly benefit from a national campaign.

Beyond mere numbers, the 2022 campaign had a ripple effect across the country. As caravan parks saw an influx of visitors, local economies benefited from increased patronage to nearby attractions, cafes, and retail businesses. The campaign's success was not isolated; it was a collective win for the entire caravan industry and the regions they serve.

With the announcement of the return of the "Road to a Million" campaign for 2023, there's palpable excitement in the air. This year's campaign promises to be even bigger, bolder, and more rewarding. The interest in caravan and camping holidays has already seen a remarkable 20 percent increase from 2021/22, with a record number of RV registrations looking for their next travel adventure.

Moreover, the 2023 campaign's focus on 'value' is both timely and essential. As Australians continue to grapple with the rising day-to-day cost of living, the campaign's message is clear: incredible holidays don't have to break the bank.

The caravan industry offers a unique blend of adventure, experience, exploration, freedom, comfort, and affordability, and the upcoming campaign is poised to drive these messages home, looking to extend the shoulder season and set up 2024 for further success across industry.