National marketing campaign a huge hit with RV owners

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Australia’s largest camping promotion continues to deliver outstanding results, with more than 43,000 travellers taking part in the Road to a Million campaign within its first two months.

A key strategic objective of the campaign has been to encourage RV owners to recognise the ongoing value of vehicle ownership, not only through a major prize incentive but by inspiring them to hit the road more often.

Early results show this message is resonating.

“When RV owners experience the value and joy of regular travel, they become campers for life. This leads to upgrading their RVs over time to suit evolving needs, lifestyles and budgets,” said Keelan Howard, General Manager of Marketing at Caravan Industry Association of Australia.

“This long-term engagement is essential in building a sustainable and vibrant caravanning, camping and manufacturing industry.”

National brand with unmatched reach

Developed by Caravan Industry Association of Australia and delivered in partnership with select state associations, Road to a Million has become one of Australia’s most recognisable camping brands. The campaign is underpinned by a highly-visible marketing program, including a hero activation with the Seven Network’s Sunrise program.

With 1,300 participating caravan holiday parks, the campaign’s strength lies in its national footprint, unrestricted by borders, state silos or corporate brands – ensuring travellers see consistent, trusted messaging wherever they go.

“It reinforces camping as a mainstream, accessible and high-value holiday for all Australians,” said Howard.

Strong participation

The campaign has attracted over 444,000 entries from 43,000 entrants to date, generating a remarkable 211,000 nights of travel across October and November alone.

According to campaign survey results, around 70 per cent of entrants identify as RV owners, highlighting the campaign’s strong appeal in this market.

Within this group:

  • Large caravans remain the preferred RV of choice.
  • Small caravans followed closely as the second most popular vehicle type.
  • Motorhomes ranked third, further reflecting the diversity and maturity of Australia’s RV market.

Camping: The popular pick

Survey results also reinforce the popularity of caravanning and camping within the holiday market.

  • 37.17 per cent of respondents chose camping instead of hotel or apartment holidays.
  • 21.07 per cent chose camping in place of an overseas package holiday.

This reinforces caravanning and camping as a preferred, high-value alternative during a time of rising travel costs – emphasising the sector’s resilience and growth potential.

Building momentum through summer

Launched on 1 October and running until the end of February, Road to a Million is perfectly timed to capture the peak summer travel period.

As families plan their holidays and RV owners hit the road, the campaign continues to drive usage, value perception and long-term engagement across the industry.

LEARN MORE about Road to a Million.

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.