Caravan Industry Association of Australia recently launched a Happy Camper video series on the Let’s Go Caravan and Camping website. This project aims to leverage the power of peer-to-peer marketing and follows the well-known mantra in marketing circles that “content is king!”. The video series also uses the “human interest” angle of storytelling and highlights the benefits of the caravanning and camping lifestyle beyond it simply being a holiday option. This type of marketing strategy supports ambassadorial and user-to-user endorsement, which is proven to be more effective at influencing consumers when compared to direct advertising.
Over the coming months the Happy Camper video series will celebrate the diversity of the people who go caravanning and camping in Australia, delving into their personal stories that connect them to the lifestyle. Each short episode asks why they camp, how they like to go about it, and what connects them to caravan life. They share tips that go beyond what type of rig you need and where the best places to camp are – these happy campers know there’s more to it than that. Instead, they give us a glimpse into why camping has a special place in their hearts.
You can check out our first episode of Happy Campers that features the Gowans below. They are a young family who value getting outdoors and away from the internet. Then look out for upcoming episodes of Happy Campers where we meet a couple of lovebirds who met on a camping trip, some gay nomads (yes we said gay, not grey), and also a blended family where making babies and losing parents has been a big part of their story.