As the flagship event for Victoria’s caravan and camping industry, the Victorian Caravan and Camping Supershow is vital for driving new sales within the RV and caravan manufacturing sector.
Visitation for Caravan Industry Victoria’s (CIV) Victorian Caravan and Camping Supershow held at last year’s levels despite some very poor weather on one of the main days.
“Saturday was 37 degrees and incredibly windy, but we still held numbers over the 5-days of the Supershow,” said CIV CEO, Daniel Sahlberg. “Part of this was the expanded content of the show, but we also think our new campaign from DPR&Co played its part too.”
“Higher interest rates and a slowing economy, particularly in Victoria, mean we need to work smarter to bring audiences to our members,” he continued. “With a large proportion of Victorian caravan and camping equipment sales originating at our shows, we need to be giving people as many reasons as possible to come – and that’s what our new campaign achieved,” said Sahlberg.
Victoria produces 93% of all caravans made in Australia which equates to $3.5 billion contribution to the Victorian economy.
At the heart of the campaign’s success was a striking creative concept centered on the ampersand (&)—a symbol representing the event’s promise of “more, bigger, and better.” A two-meter ampersand installation served as a memorable visual anchor while embodying the event’s diverse offerings, from caravans and camping gear to workshops and lifestyle experiences.
Despite economic challenges and adverse weather, attendance was within 2% of previous post-COVID levels.
The campaign deployed across radio, print, digital, and social media.
The Victorian Caravan and Camping Supershows success showcases the power of innovative marketing, proving that strategic creativity can deliver outstanding results even in tough conditions.