Road 2 a Million proves a huge success, with its message resonating with Australians.  

Over 75,000 holidays amassing over 367,000 nights were recorded across the 1300 participating caravan holiday parks in the Road 2 a Million campaign this year—a cause for celebration in an industry that provides $27 billion to the Australian economy.

As Australia continues to experience high inflation and cost-of-living pressures, campaigns such as Road 2 a Million are a fantastic opportunity to remind Australians that our beautiful country has so much to offer, that a camping holiday is fantastic value for money, and supporting regional Australia and local businesses can be meaningful and fun.  

Caravan holiday parks embraced the campaign to their advantage —Matt Linsley has owned Acacia Caravan Park in Ararat for over seven years. He says he’s noticed a slight customer dip over the past 12 months. Still, campaigns such as Road to a Million are helping improve consumer sentiment.   

“We always love an on-sell or something that adds to bookings,” he says.   

“It’s been a fantastic add-on for people who come in—they get a chance to win something for not doing too much. 

“It just helps us, even as a small park, to on-sell something.  

Michelle Weston CEO of Caravan Parks Association of Queensland Ltd said:

“The Road 2 a Million campaign has been strongly embraced by parks in Queensland who see this as a great way to give back to their customers.  It is not often that we can provide an opportunity like this, where our members can participate in a program that costs them nothing except a little bit of time and willingness to participate.”

“While summer is traditionally not our biggest season, this campaign allowed parks to attract guests, especially in the softer months of November and February.  We were pleased to see over 26,000 guests enter the campaign, having stayed a massive 167,000 nights in CPAQ member caravan parks during the competition period!
 
A campaign survey with over 4500 respondents indicated that;

• 38% took a camping holiday they had not intended, 
• 66% per cent say it had put camping at the ‘front of mind’,
• 34% say they booked more nights on the Road,
• and 33% say they had travelled further. 

Throughout the campaign Caravan Industry Association of Australia’s team worked diligently to promote it across multiple media platforms with a large investment in digital and social media marketing, this also included a national TV activation road trip with the team at Sunrise positioning the industry positively to millions of Australians each morning.

In Queensland alone, the campaign produced recorded over 26,000 holidays, the highest of any state. New South Wales and Victoria generated the second and third most holidays, with over 18,000 and over 10,000, respectively.

Caravan Industry Association General Manager, Keelan Howard, said the campaign could not have achieved its goals of generating more “caravan” traffic to regional holiday parks without the support of the state-based caravan associations.

 “We would like to thank the state-based associations for their support,” he said.

 “Caravanning Tasmania, Caravanning & Camping Association of New South Wales, SA Parks, Caravan and Camping Western Australia, Caravanning Queensland, Caravanning NT, without them, we may not have seen this campaign be so widely adopted among the camping and caravanning community.”

 He also thanked the sponsors.

“Thank you to BIG4, Discovery Park, NRMA Parks and Resorts, G’DAY Parks, Tasman Holiday Parks, and Ingenia Holiday Parks,” Mr Howard said.

“This year, we got people out of the house and onto the Road.

“Our aim is to share this vast and beautiful country with more people.”

Now that the campaign has concluded, the process of identifying the winners will begin that will result in one lucky camper getting the chance to win a million dollars. There are also four runner-up prizes of $1,000 each.