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November 2018
 

 


Agreement extended to five years

Dometic and peak industry association partnership is 'a logical fit'

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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 industryís 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 Dometicís continued and increased support to underpin our operations."

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