Earlier today Dometic and Caravan Industry Association of Australia agreed to terms increasing their funding for the peak national body as well as extending the existing agreement out to five years.
A core component of the agreement will be additional stimulus marketing activities designed to promote the benefits of caravanning and camping and to grow the market for all industry participants.
Dometic and Caravan Industry Association of Australia are currently working closely together on an exciting new national marketing initiative soon to be announced. This extends beyond the current and ongoing Follow the Sun campaign (currently between Darwin and Broome), and as major sponsor for Australia’s Greatest BBQ which is due to take place again on Australia Day. Dometic was also a major partner in the recent Newscorp promotion which generated over $3.5 million worth of media value for the industry and created over 1 million web visits to the industry’s Let’s Go Caravan and Camping website.
Managing Director of Dometic Australia and New Zealand Brad Slater commented that it was important to make sure that caravanning and camping remained at the forefront of the public’s imagination and that it was incumbent on all industry businesses to collectively give back so that the industry could grow and develop.
“This partnership is a logical fit. The peak national body is best placed to use their marketing reach to get the positive message of caravanning and camping out to the broader public. The more we can assist as a leading industry supplier in supporting this message and driving increased activity the better it is for all of industry,” Mr Slater said.
“The more businesses work together the stronger the national body will be and the better the industry will become.”
Caravan Industry Association of Australia CEO Stuart Lamont welcomed the support of industry by Dometic and stressed the need to continue to push hard with innovative marketing messages which connect with the travelling public.
“There is no doubt that consumer trends are changing, and there are several external economic and political factors which are a risk to industry growth at present,” Mr Lamont said.
“Dometic’s willingness to lead the market and look to ways to stimulate industry activity will see increased media coverage on our industry.”
“Without organisations prepared to invest in the national body and the activities it undertakes the market would be much softer than it currently is, and we applaud Dometic’s continued and increased support to underpin our operations.”