Over 29 million newspapers in August and September carried camping messaging, positively positioning industry, as family and friends look forward to reuniting this summer and acting on their pent-up demand to travel and explore.
The campaign ran while major lockdowns were in place for Victoria and New South Wales. This, coupled with tight international borders being in place nationally since early 2020 and Australian’s sitting on an all-time high level of accrued leave, presented an opportunity to capture new audiences not previously engaged with caravanning and camping product. Resulting in a 51%-55% increase in total campaign entries from the 2019 and 2018 campaigns.
Caravan Industry Association of Australia, with media partner NewsCorp, launched the “Win a Weekender” campaign’s third rendition, delivering over $3.9mill in media value – 92.2% over-delivery of the initial estimate.
“This year’s Win a Weekender campaign is currently on track to be one of the most successful retail promotions News Corp Australia have run in recent history, with daily entry figures higher than any other consumer promotion we have run in recent time.”– Head of Retail Marketing, Newscorp Australia
This year’s campaign success would not be possible without the support and trust of our promotional partners, which included Apollo Tourism & Leisure as the principal prize sponsor plus Dometic Outdoor and G’day Parks.
This year’s promotion exceeded our wildest expectations, the engagement from readers which also generated over 730,000 entries in a two week period is indicative of the special relationship camping holds with the Australian public. A special thanks must also go to our sponsors, Apollo, Dometic Outdoors and G’Day Parks who contributed significantly and supported a whole industry.Keelan Howard – Marketing GM, Caravan Industry Association of Australia
More and more Australians are seeing the benefits of the camping lifestyle, experiences that create lifelong memories, allowing them to spend time with family and friends while exploring the greatest road tripping country in the world.
The promotion was circulated by 11 Newscorp mastheads, across 29 million printed newspapers to a daily readership of 3.25 million people and supported in-store with eye-catching POS displays. The primary delivery channel was bolstered by radio, social, eDM, paid media, Foxtel content and digital delivery channels.
The promotional component of the activity received over 730,000 entries within a 15-day period, breaking all records for this type of activity.