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DNSW, CCIA invite Aussies to ‘Feel More, Live More’ on a camping and caravan holiday

Destination NSW (DNSW) and the Caravan & Camping Industry Association have partnered for the latest installation of the DNSW ‘Feel New’ brand platform, in a new campaign from Brightworks Creative and Sweeney Advertising.

‘Feel More, Live More’ launched over the weekend to promote caravan and camping holidays in NSW, pitching itself as the number one holiday accommodation choice in regional NSW.

The campaign was launched on TV, with support from social and digital media ad placements across NSW targeting families, youth and the over 50’s market.

A number of TVCs were created for the campaign, profiling some of the great escapes across NSW that are accessible for a caravan and camping getaway.

In the hero spot, an adventurous soundtrack accompanies various shots of families and couples enjoy the outdoors – sitting by the campfire, surfing, playing – ending on the call to action ‘Feel More, Live More on a caravan and camping holiday’.

Minister for enterprise, investment and trade, minister for tourism and sport and minister for Western Sydney Stuart Ayres said the caravan and camping industry played a vital role in the visitor economy, with more than 3.5 million caravan and camping trips taken in NSW in 2021 alone, a year impacted by COVID-19.

“The ‘Feel More, Live More’ campaign highlights why caravan and camping holidays are so beloved in NSW,” said Ayres.

“Camping and caravanning are a great way to appreciate the beauty and wonder of NSW. We know visitors now want more than a checklist of things to see. They want experiences that inspire, amaze and revitalise them and staying at one of our state’s fantastic holiday parks is the perfect way to feel new.

“From the beach to the bush and everywhere in between, NSW is spoilt for choice, and I know visitors from far and wide are guaranteed to have a memorable experience. I also encourage NSW residents to get out and explore their own backyard and help turbocharge the visitor economy in regional areas.”

CCIA CEO Lyndel Gray said the organisation had proudly partnered with Destination NSW for more than 10 years to deliver marketing campaigns that inspire visitors to enjoy the caravan and camping experience.

“Despite the impact of COVID-19, caravan and camping holidays still accounted for over 13 million visitor nights in NSW last year, generating more than $2.1 billion in expenditure, much of this in regional communities across the state,” Gray said.

“These beautiful ads build on the emotion and strength of the ‘Feel New’ brand and will connect consumers to www.caravancampingnsw.com where they can research, plan and book their next holiday.”

Credits

Destination NSW
General Manager Consumer Marketing: Kathryn Illy
Director, Brand Strategy and Customer Experience: Bohdi Lewis
Manager, Graphic Design: Geoff Cowen
Partnerships Manager: Natalie Parinetto

Caravan & Camping Industry Association NSW
CEO: Lyndel Gray
Marketing and Communications Manager: Roxane Turnbull
General Manager, Operations: Wayne Lang

Production Agency:
Brightworks Creative Pty Ltd

Media Planning Agency:
Sweeney Advertising

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