Audience
People 40+ skewed toward tradie audience
Channels
FTA, BVOD, digital, radio and social media
Deliverables
Campaign strategy, 4 x 15 sec TVC/OLVs/radio spots, plus 3 x 30 sec TVC/OLVs/radio spots, various digital and social expressions
CIV is the peak body for the caravan and camping industry, 92 percent of which is based in Victoria, and which generates $2.1 billion in economic value to the State.
Over 40% of caravan sales in Victoria are initiated during several major CIV events held across the State at various times of the year. The success of the Victorian Caravan and Camping Supershow and Border Supershow and its sibling Leisurefest series is vital to the wellbeing of the industry.
DPR&Co works with CIV to create high-energy event retail communications that highlight the attractions at the show and inspire visitors with a sense of the excitement and energy that is a feature of the events. To ensure cost-effectiveness, we establish a core creative idea, then customise the content to each of the show locations.
This year, the shows have more appeal than ever. With a wide range of products and attractions to see, we found ourselves using the word ‘and’ a lot. So, we built the campaign around it.
People 40+ skewed toward tradie audience
FTA, BVOD, digital, radio and social media
Campaign strategy, 4 x 15 sec TVC/OLVs/radio spots, plus 3 x 30 sec TVC/OLVs/radio spots, various digital and social expressions
We exist to make a difference through the power of ideas. We’re driven to create world-class creative and digital campaigns to help you achieve your vision of success, whether that’s brand awareness and health, audience behaviour change, customer engagement, lead generation or sales growth. Our work deploys across digital, broadcast, trade, direct and experiential media channels.