The Caravan Industry Association of Victoria has taken a bold new multi-media initiative with the launch of its Go Make Some Memories campaign across the media spectrum.
CIA has brought together TV and outdoor advertising with online and point-of-sale to promote the camping and caravanning lifestyle.
More than a year in development, the campaign has both a Victorian and a national focus. The overall campaign has been developed by CIA with its advertising agency Wilson Everard and multi-media agency CD Media, while the Caravan RV & Accommodation Industry of Australia has co-developed the TV campaign.
CIA chief executive officer Rob Lucas said Go Make Some Memories was all about reminding people of the joys of the caravan and camping lifestyle. “People are forever telling us how they enjoyed caravanning and camping as children, and what wonderful memories they have,” he said. “Go Make Some Memories will help people to go out and make new memories that they and their families will carry through their lives.”
Mr Lucas said CIA members would integrate the campaign into their own marketing activities. “Wilson Everard has come up with a great selection of posters, banners, point-of-sale materials and bumper stickers to ensure the message is always top-of-mind,” he said.
“Our members are keen to incorporate Go Make Some Memories into their own websites and advertising, so there is going to be a massive multiplier effect.”
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