Caravan to a Million: Driving confidence in challenging times

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The Caravan to a Million (CTAM) campaign has again proven the value of targeted, industry-led initiatives in promoting RV ownership and usage across Australia.

Delivered from 1 February to 30 June 2025 and largely funded by Caravan Industry Association of Australia, CTAM was developed to support more than 700 businesses across the RV manufacturing, dealership, servicing and repair sectors.

Purpose-Driven Promotion in a Shifting Market

In a climate of cautious consumer spending, the campaign’s primary goals were to:

  • Encourage greater RV usage by reminding owners of the lifestyle and financial value in regular use of their vehicle.
  • Educate both existing and new RV owners, providing tailored information based on stage-of-life needs and helping demystify key product features; and
  • Promote member-run caravan shows as cost-effective, social and informative ways to explore RV options and further supporting the investment of many industries businesses into these retail events.

Strong consumer engagement and positive outcomes

Despite challenging consumer conditions, CTAM delivered exceptional consumer engagement. The campaign’s consumer-facing competition generated:

  • 80,971 total entries
  • 17,444 caravan show tickets linked to participating members
  • Queensland led the nation in entry numbers

This broad engagement translated into genuine behavioural shifts among consumers, as evidenced by survey insights from nearly 3,000 participants, which included:

  • 74% reported the campaign placed camping “front of mind”
  • 87% expressed positive sentiment, saying they either loved or liked the campaign
  • 36% began product research

Importantly, 89% of respondents recognised the value of industry accreditation in their decision-making – highlighting the trust placed in RV businesses that uphold high compliance standards.

Over 95% of consumers indicated they would maintain or increase their camping activity over the next 12 months, despite broader economic uncertainty.

Resilient industry, united by purpose

Keelan Howard, General Manager Marketing and Communications at Caravan Industry Association of Australia, said the campaign demonstrated the critical role of coordinated industry marketing in sustaining interest and building confidence in RV travel.

“By bringing together manufacturers, dealers, repairers and show organisers under a unified campaign, the initiative not only delivered visibility,” Howard said.

“In a market where value, trust and lifestyle alignment are more important than ever, campaigns like Caravan to a Million remain essential in keeping caravanning and camping at the forefront of Australian holiday choices.”

A special thanks to our state trade associations for helping make CTAM a major national promotion: Caravanning Queensland, Caravan & Camping Industry Association NSW, Caravan Industry Association Western Australia, Caravan Industry Victoria, and Caravan & Camping SA.