Road to a Million puts caravanning and camping in national spotlight

Our latest marketing activation gave more than 3 million Australians a taste of the fun, value and connection that only a caravanning and camping holiday can provide.

Coordinated in line with our highly popular Road to a Million promotion, the activation saw Sunrise weather presenter Sam Mac join three families on a three-day motorhome road trip along the stunning NSW South Coast.

Broadcasting live from caravan holiday parks each morning, Sam’s segment reached over 1 million Australians each day – showcasing caravanning and camping as Australia’s best holiday option during the key summer holiday planning window.

“As many Australians continue to face cost-of-living pressures, it was a powerful opportunity to show that camping offers more than just great value – it’s about reconnection with family and community, and the physical and emotional benefits that come from spending time outdoors,” said Keelan Howard, General Manager – Marketing and Communications at Caravan Industry Association of Australia.

Driving industry’s largest promotion

The activation supported the industry’s largest caravan holiday park promotion, Road to a Million, which features nearly 1,300 parks nationwide. Delivered in partnership with select state associations, Road to a Million champions caravan holiday parks and celebrates the unique experiences they provide to millions of Australians each year.

If the first month of this year’s campaign is anything to go by, it’s shaping up to be an incredible summer for the parks sector. More than 128,000 nights have already been registered through the campaign’s consumer competition, giving over 25,000 travellers an entry into the draw for the chance to win $1 million – simply by staying at participating parks.

“The level of engagement we’ve seen so far is remarkable,” said Keelan. “It reflects the appeal of caravanning as an affordable, rewarding and distinctly Australian way to holiday.

“We look forward to seeing this momentum continue to build over the summer holiday period, as Road to a Million attracts even more families and travellers to experience the fun, freedom and connection that only a caravan or camping holiday can provide.”

Invitation to participate

Caravan holiday parks that are members of their state association are invited to take part in the Road to a Million campaign, free of charge.

For more information, contact our marketing team at [email protected] or visit the Road to a Million website

A special thanks to the following state associations supporting the Road to a Million 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.

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