DOMETIC and Caravan Industry Association of Australia have agreed terms
for increasing funding for the peak national body as well as extending the
existing agreement out to five years.
A core component 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 the industry association are working closely together on an 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 a million web visits to the industry’s
Let's Go Caravan and Camping website.
Dometic Australia and NZ managing director Brad Slater said it was
important to ensure that caravanning and camping remained at the forefront
of the public's imagination.
It was also incumbent on all industry businesses to collectively give back
so that the industry could grow and develop.
"This partnership is a logical fit," he said.
'Peak
national body best placed to use
its marketing reach'
|
"The peak national body is best placed to use its 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.
"The more businesses work together the stronger the national body will be
and the better the industry will become."
Caravan Industry Association of Australia chief executive Stuart Lamont
welcomed Dometic's support and stressed the need to continue pushing 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," he 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."
