A Strategic Approach to the Caravan and Camping Industry 2012

Print advertisements in national caravan and self-drive magazines (eg CMCA
Wanderer Magazine) with detailed self-drive itineraries.
Print advertisements usually contain detailed self-drive itineraries for specific sub
regions based on seasonality and time of year:
Mar/May - Autumn self-drives to all AGO sub regions
Jul/Oct - Wildflower self-drives to all AGO sub regions
Oct/Dec – Pre-summer self-drives to most sub regions, except Gascoyne –
Murchison ( which are considered by many as too hot)
Australia’s North West (ANW)
ANW’s promotions and advertising includes the following:
Attendance at domestic caravan and camping shows in Sydney, Melbourne,
Perth, Adelaide and Brisbane.
Production and wide distribution of an annual holiday planner which provides
information and suggested drive itineraries for the caravan and camping
market and provides opportunities for members to advertise their product (eg
caravan parks) in the holiday planner.
A comprehensive website www.australiasnorthwest.com which provides
suggested drive itineraries and provides an opportunity for members to appear
in their directory or take up advertising opportunities on the website
Opportunities for members to promote their product in ANW media campaigns
Provision of assistance with editorial coverage in relevant publications aimed at
the caravan and camping market eg Camper Trailer Australia
Social Media - Facebook site which includes a trailer on the ‘Camper Trailer
Australia’ story
Regional promotion at a range of national and international trade events:
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Australian Tourism Exchange
Western Australia (Extraordinary) Tourism Exchange
Corroboree UK and Europe
Corroboree USA
Winter Escapes consumer publication - providing member advertising
opportunities in the publication produced and distributed by the Sunday Times
and The Australian.
Experience Perth (EP)
EP undertakes an annual program of strategic marketing activities designed to attract
visitors to the greater Perth region and increase the region’s international and domestic
profile.
Although EP did not provide specific details with regards to their promotion of caravan
and camping, their membership prospectus outlines that EP works in collaboration with
members and Tourism WA to conduct the following marketing activities:
Attendance at travel trade events and consumer holiday expos
Domestic and international brand/ tactical advertising campaigns and features
Production of destination collateral including an annual Holiday Planner
Distribution of destination collateral and information to global consumers,
trade and media
Annual program of digital marketing activities including digital advertising,
social media and e-newsletters to consumers and trade
Ongoing update of features and destination information for
www.experienceperth.com
Educational famils and activities for visiting domestic and international media
and trade
There are just eight caravan parks/ Campgrounds listed on the EP website and it would
appear that many of their marketing activities are more targeted towards higher
yielding visitors as would be expected for the metropolitan region.
Australia’s South West
ASW has the responsibility of raising the profile of and increasing visitation to the
Australia's South West region. Although this study was unable to get specific details
regarding their promotion of caravan and camping, their membership prospectus
outlines that a range promotional activities are undertaken in intrastate, interstate and
international markets each year including:
A Strategic Approach to Caravan and Camping Tourism in Western Australia Page 65