A Strategic Approach to the Caravan and Camping Industry 2012

Peppermint Park Eco Village (profile) – October 2011
Caravan Superstore & RV’s (profile) – October 2011
2012 Perth caravan and camping Show (promo) – December 2011
Jurien Bay Tourist Park (profile) – December 2011
BIG4 Middleton Beach Holiday Park (profile within Award winners story ) –
December 2011
BIG4 Beachlands Holiday Park (profile within Award winners story ) – December
2011
Peppermint Park Eco Village (profile within Award winners story) – December
2011
CRVA is committed to launching a new consumer marketing position “Experience
caravanning & camping” in April and as part of this is undertaking a number of national
and regional activities including a follow up to the Escape News Ltd print publication
which will be distributed within extended metropolitan Perth.
A regional road show of Industry product in late 2011 featured a prominent display
within a Perth landmark pedestrian precinct.
Caravan Industry Association
The Caravan Industry Association of Western Australia (CIAWA) is the peak industry
organisation for caravan parks and caravan and camping-related manufacturing and
distribution throughout the state. CIAWA is a significant contributor to the national
CRVA marketing and promotions fund and receives the benefit of the Western
Australian targeted marketing by the CRVA (see previous section for list of WA specific
promotions).
In addition to the CRVA initiated promotions, CIAWA undertakes a number of high
profile marketing initiatives in Western Australia. For the period 1 July 2010 to 31
December 2011 the Association’s promotional activities - such as the Discover Down
Under and What’s Up Down Under TV series, Perth Caravan and Camping Show,
http://www.caravanandcampingshow.com.au/index.htmlGoldfields Caravan and
Camping Show, CIAWA “free” Caravan and Camping Guide - the CIAWA marketing and
promotions spend was $620,500.
Due to recent changes in the Executive and Board composition of the CIAWA, the
association was unable to provide a formal submission for this study. However,
consultation with individual past and present board members and executive officers
provided the required information on the CIAWA’s activities and views.
http://www.caravanandcampingshow.com.au/index.html
Department of Environment and Conservation (DEC)
The objective of the Parks and Visitor Services (PVS) section of DEC is to provide worldclass
recreation and tourism opportunities, services and facilities for visitors to the
public conservation estate while maintaining in perpetuity Western Australia’s natural
and cultural heritage.
DEC provides a website with a separate section on DEC’s campgrounds. They provide
details of campgrounds and their facilities across Western Australia. Selected
campgrounds from across the state are now also bookable online for a trial period. If
this trial is successful, they aim to make more campgrounds bookable in the near future.
DEC has instituted a Rediscover Parks Program and prints a number of brochures
including a Visitor's guide to the State which identifies the recreational facilities and
activities available in each park.
Marketing and Ownership Groups
Top Tourist Parks
Top Tourist Parks is a marketing group representing the interests of 200+ holiday parks
in Australia. Top Tourist Parks is owned by the member parks and offers a loyalty
program to its 100,000 guest members. Specific activities include:
Inclusion on two episodes on the Discover Downunder television program. Each
episode included three parks. For example, the 2011 episodes covered Jurien
Bay, Dongara, Geraldton, Kalbarri, Denham and Carnarvon. Discover
Downunder is televised nationally on the Nine Network and affiliated channels
with a total viewing audience of more than 8 million.
Print advertisement in the Western Australia Caravan Park guide.
Print advertisement in the West Australia Newspaper to coincide with the
caravan& camping show.
Incorporating Western Australia stories in their club member e-newsletter and
web site promotions.
They are also planning another episode on Discover Downunder to include
Perth, Kalgoorlie and the south coast.
A Strategic Approach to Caravan and Camping Tourism in Western Australia Page 67