As usual, the government is implementing marketing campaigns to bring in more tourism to Australia. You’ve probably seen the Restaurant Australia campaign ads on TV, and now there’s one aimed specifically at promoting Western Australia as a caravan and camping destination, which at least makes a little more sense than the whole of Australia being one giant restaurant.
After a thorough inquiry into the state of WA’s caravan parks and camping grounds, certain weaknesses were found. Essentially, the parks were not up the scratch. Subsequently, $40.7 million AUD was set aside to revamp touring routes, parks and more. It’s called the WA Caravan and Camping Action Plan 2013-2018 which has its roots in the Brighthouse Report, A Strategic Approach to Caravan and Camping Tourism in Western Australia.
Along with physical improvements, a rigorous marketing strategy has also been put into place, which is aimed at raising awareness of WA’s fantastic caravan and camping opportunities, as well as promoting WA in general as an extraordinary holiday destination.
If you haven’t noticed any changes yet, here’s what they’ve been up to and will be getting up to.
- Creation of up to 450 camping and caravan sites in our popular National Parks
- New commercial caravan parks and camping grounds in high priority locations, including onAboriginal lands in the Kimberley region
- Upgraded and new 24-hour rest areas in the North West to combat driver fatigue
- Improved overflow facilities to meet visitor demand in peak seasons
- Training of caravan park management and staff to improve the quality of product and service delivery
- Installation of dump points for the safe disposal of black waste by travellers in self-contained recreational vehicles along key drive corridor
- New and upgraded visitor facilities including walk, bike and drive trails and Wi-Fi at selected campgrounds.
And on the marketing side of things:
- Foundation work such as the identification of image requirements; the development of editorial content for public relations, media, trade and consumer publications in domestic and international markets.
- Adding the Department of Parks and Wildlife bookable campgrounds to the Australian Tourism Data Warehouse and applying links to westernaustralia.com for consumers to easily access DPaW's online booking facilities.
- Representing WA at caravan and camping consumer shows held each year in Brisbane, Sydney, Melbourne and Adelaide.
- Preparing editorial features and advertising in major national press and specialist self-drive magazines.
- Hosting journalists on familiarisations to generate editorials in social media, press and specialist self–drive magazines.
- Partnering with motoring organisations and trade distributors to cooperatively market destinations, itineraries, products and parks to encourage consumers to book now.
- Enhancing self-drive content and itineraries in the Australian Tourism Data Warehouse (ATDW) for westernaustralia.com and other national websites that draw information from ATDW.
- Campaigns have been implemented in Germany, New Zealand and Singapore. Additional campaigns are planned for the United States of America, United Kingdom and the domestic market.
Related businesses are urged to get involved with the action, as is explained in this video: https://www.youtube.com/watch?v=X4kRG6NdpNU&feature=youtu.be.