Road to a Million puts camping in national spotlight 

The fun, value and accessibility of caravanning and camping will be showcased to a national television audience of over 4.5 million during the 2025 Road to a Million campaign.

Coordinated by Caravan Industry Association of Australia with support from state association members, this year’s campaign will involve over 1,300 caravan holiday parks.

The national promotion will feature a hero activation in December, where three lucky families or couples will hit the road with Sam Mac, the popular weather presenter from the Seven Network’s Sunrise program. 

These road-trippers will feature in Sam’s daily national weather crosses – showcasing the caravanning and camping lifestyle, along with some of the country’s best caravan holiday parks.  

As Australia’s most watched morning television program, Sunrise provides a powerful platform to position caravanning and camping as Australia’s best value holiday, at the peak time for consumer decision-making. 

“Having families or couples on-air highlights the emotional payoff of camping – the laughter, stories, games and sing-alongs,” said Keelan Howard, General Manager of Marketing and Communications at Caravan Industry Association of Australia. 

“As the country transitions into spring, attention naturally turns to holidays. An activation like this solidifies caravanning and camping in the minds of families making plans.” 

Driving park bookings 

Road to a Million is a national promotion encouraging families to embrace the outdoors and explore the country’s network of caravan holiday parks.  

Each night booked at a participating park gives consumers an entry into a grand prize draw – with the chance to win $1 million on offer.  

Parks located further from their respective capital cities offer entry multipliers, rewarding consumers for venturing further afield. 

In 2024, the campaign attracted over 592,000 entries and generated more than 276,000 nights linked to those entries, highlighting the power of strategic storytelling, national visibility and smart incentives to grow tourism across regional Australia. 

Value beyond the price tag 

While recent Roy Morgan data shows Australian consumer confidence hit a three-year high in August, cost-of-living pressures continue to shape travel behaviours. 

Howard said Australians are actively seeking holidays that offer great value without compromising on experience.

“Through activations like the Sam Mac Road Trip, Road to a Million shows – rather than just tells – that camping delivers memories and adventure for a modest outlay,” explained Howard. 

“With a unified ‘One Industry, One Voice’ approach, the campaign will deliver a consistent message to consumers, highlighting the value and benefits of a camping holiday.”

Caravan holiday parks that are members of their state associations are invited to participate in the 2025 Road to a Million campaign. For more information, contact Caravan Industry Association of Australia’s Marketing Team, [email protected], or get in touch with your local state association. 

 A special thanks to the state associations supporting this national consumer campaign: Caravan & Camping Industry Association NSW, Caravan Parks Association of Queensland Ltd (CPAQ), Caravan Industry Association Western Australia, SA Parks, Caravanning Tasmania and Caravanning NT.