Driving In-Trip Engagement and Increasing Regional Visitation
Capricorn Enterprise recently partnered with Outdoria Pty Ltd to deliver a national cooperative marketing campaign through the CamperMate platform, running from 5 May to 1 June 2025. With a total campaign value of $20,000, this initiative was designed to elevate Capricorn Coast’s visibility and drive both regional and seasonal dispersal across our iconic coastal and hinterland experiences and also dovetail into the previous campaign – Queensland’s Greatest 100km Road trip.
Campaign Objectives
The campaign focused on:
- Increasing awareness and consideration of the Capricorn Coast as a must-visit destination.
- Encouraging longer stays and broader exploration of the region through curated in-trip inspiration.
- Supporting local operators by driving leads to bookable experiences and points of interest (POIs).
Mediums & Platforms
The campaign was delivered across CamperMate’s highly engaged digital ecosystem, which includes the CamperMate app, website, social media, and email channels. Owned by global tourism leader thl, the CamperMate platform is used by independent travellers researching and planning road trips across Australia.
Key touchpoints included:
- In-App Advertising: Home screen banners, full-page interstitials, branded POI banners, and an in-app campaign hub.
- Push Notifications: Two targeted messages sent to Australian users to drive traffic to Capricorn Coast content and partner deals.
- Email Marketing: One major eDM feature and one solus email sent to active subscribers.
- Website Presence: Leaderboard and MREC ads featured on the homepage and search results.
- Social Media: Six organic posts across Facebook, Instagram, and TikTok highlighting the region’s hero experiences.
Target Audience
The campaign targeted travellers within Queensland, New South Wales, Victoria, and South Australia, with specific emphasis on self-drive, intrastate, and in-trip mobile users. These audiences are known for higher engagement rates and a readiness to discover and book experiences while on the move.
Estimated Reach
- 300,000 to 400,000 impressions over the four-week period
- 650,000+ unique active users on the CamperMate app annually
- 35 million annual app searches
- 3 million annual leads generated
- Average session duration: 12–13 minutes, with an average of 11 sessions per user
What This Means for Our Region
This partnership enabled Capricorn Enterprise to put our region’s tourism products in the palm of travellers’ hands—literally. With dynamic POI suggestions, curated adventure lists, and integrated brand messaging across CamperMate’s platform, we inspired and influenced the visitor journey at every touchpoint.
This campaign is part of our ongoing strategy to deliver value to members by expanding the reach of our regional brand and driving tangible results for tourism businesses.
Link to: Capricorn Enterprise Unveils ‘Queensland’s Greatest 100km Road Trip’ Campaign
