Caravan Industry Victoria (CIV) has unveiled a new marketing campaign in collaboration with independent creative agency DPR&Co to drive attendance at its 2025 caravan and camping shows across the state.
The initiative is designed to reinforce CIV’s role in promoting industry growth while positioning its events as premier showcases for the latest products, services, and innovations.
According to a report by Campaign Brief, the Victorian caravan and camping industry contributes $3.5 billion in economic value, with 93% of Australia’s caravan manufacturing based in the state.
Given this significance, CIV’s annual events serve as key business opportunities for manufacturers, retailers, and service providers, offering direct engagement with consumers and industry stakeholders.
The 2025 shows are set to be the largest to date, with an expanded range of exhibits and experiences to enhance their appeal.
DPR&Co’s campaign introduces a new brand asset centered around a giant ampersand (“&”) symbol, which appears throughout promotional materials to emphasize the breadth of products and attractions at the events.
“CIV delivers the best events in the industry, but each show is distinctive, with its own competitive advantages,” said DPR&Co Co-founder Richard Ralphsmith.
“The giant ampersand device, which pops up – rudely – in various camping scenarios, serves to communicate all these messages simply and memorably.”
CIV CEO Daniel Sahlberg highlighted the importance of the campaign in reinforcing the organization’s leadership in the sector.
“As the heartland of the caravan industry, with 93% of all caravans and RVs produced right here in Victoria, we need to lead and demonstrate real value to our industry members and partners, while enticing the public to engage with our members at the best caravan & camping events available,” he said.
The campaign has launched across broadcast video-on-demand (BVOD), digital, and social media platforms, with TV and radio placements to follow.
For industry professionals, the enhanced promotional strategy presents an opportunity to leverage increased attendance and visibility at the events.