How Azira and Caravan Industry Association Drove Brand Awareness Among 472K Campers Across Australia
Key Insights:
Business Challenge:
Facing an economy of tightening consumer travel budgets, the Caravan Industry Association of Australia (CIAA) aimed to reignite domestic tourism and increase caravan park visitation nationwide.
Solution:
Azira powered audience insights, campaign activation, and measurement to reach and convert high-value camping audiences, creating a digital advertising campaign that would promote long term tourism growth.
“Azira’s precision targeting enabled us to reconnect with existing audiences while successfully reaching new ones, driving stronger engagement, improved campaign outcomes, and exceptional ROI. Their innovative and data-driven approach gave us a distinct edge in a highly competitive market, elevating performance across every stage of the campaign.”
Results at a Glance
.svg)
Background
The Caravan Industry Association of Australia (CIAA), the national industry association representing Australia’s caravan and camping sector, works to promote and grow domestic tourism across thousands of holiday parks nationwide. As international travel, cruises, and resorts dominated attention with “value-for-money” messaging, CIAA recognized the need to reignite interest in local travel and drive renewed visitation to Australia’s caravan parks.
To meet this challenge, CIAA launched Road to a Million, a nationwide digital advertising campaign encouraging Australians to book caravan park stays for a chance to win $1 million. The campaign aimed to boost awareness of caravan park holidays and foster long-term engagement by turning first-time visitors into “Campers for Life.”
Challenge
With the Road to a Million campaign, CIAA needed to ensure its marketing investment reached the right audiences to drive brand awareness and translate into measurable engagement—specifically, driving clicks and entries to the $1 million sweepstake.
CIAA partnered with Azira to implement a data-driven audience targeting strategy that could precisely identify, engage, and re-engage high-value audiences.
Solution
Azira designed a hyper-targeted digital media strategy to help CIAA better understand and engage Australian campers. By drawing polygons around more than 1,000 caravan park locations, Azira uncovered key travel patterns and regional behaviors—insights that guided smarter audience targeting and message delivery.
Building on these findings, CIAA and Azira developed two high-impact segments: Existing Campers—those who had visited within the past two years—and In-Market Campers—those currently staying at caravan parks. Through mobile display campaigns, personalized ads encouraged entries into the Road to a Million sweepstake, while lookalike modeling identified future high-value audiences to drive long-term tourism growth.
Results
- Campaign 1 built foundational awareness, reaching 305,000 unique individuals over 80 days — including 217,700+ existing campers and 100,700+ in-park campers. With a 0.34% CTR and 3,828 total clicks, the campaign established strong visibility across South Australia, NSW, and Victoria, validating key domestic travel corridors and setting the stage for future engagement.
- Campaign 2 drove 167,000 unique individuals in just 21 days, and delivered 6× higher daily reach efficiency by strategically doubling down on audiences seen in parks. Through fresh video and rich media creatives and CTAs, the campaign achieved a 1.02% CTR and 2,262 clicks, exceeding the goal of 3× higher engagement than Campaign 1. Delivery was strongest across Queensland and South Australia, aligning perfectly with seasonal caravan travel peaks.
Following the success of these campaigns—which drove strong engagement and widespread participation—CIAA will continue partnering with Azira to use data-driven audience insights and precise targeting to reach new travelers and fuel sustainable growth across Australia’s caravan tourism sector.