Northern Territory campaign shortlisted for prestigious Mumbrella Awards

Caravan Industry Association of Australia’s ‘Million Dollar Road Trip Northern Territory’ campaign has been shortlisted for a prestigious Mumbrella Award.

The campaign was nominated in the Best Use of Experiential Marketing category, recognising its ability to showcase the beauty of self-drive exploration, while also celebrating the culture, landscapes, and community experiences that make the Northern Territory an ideal extended-stay destination.

Delivered in partnership with Tourism NT, Tourism Top End, Tourism Central Australia & Caravanning NT, the campaign’s consumer-facing competition had over 55,900 entrants and 53,460 nights recorded. Entrants were rewarded for using commercial camping accommodation, undertaking an Northern Territory experience or attraction, or visiting an official Northern Territory Visitor Centre.

Keelan Howard, General Manager Marketing and Communications at Caravan Industry Association of Australia, said the highly visible campaign was built on the principal of experiential marketing to a targeted audience.

“Our marketing team and our partners worked diligently to ignite the spirit of adventure in Australia’s RV and caravan market by combining positive reinforcement, inspiration, and local incentives through captivating storytelling and the allure of a million-dollar prize,” Howard said.  

“We’re thrilled that this hard work has been recognised with a shortlisting for the Mumbrella Awards – the pinnacle awards program for marketing, advertising and communications professionals across Australasia.”

Members of he Caravan Industry Association of Australia marketing team will travel to Sydney next Thursday (8 May) to participate in a live judging session and attend the Mumbrella Awards Night.  

A heartfelt thank you to Tourism NT, Tourism Top End, Tourism Central Australia, Caravanning NT, the Northern Territory Government and every partner who contributed to the campaign’s success.