Reflections Holidays has launched a broad-reaching above-the-line advertising campaign, Travel Near, during Channel 9’s State of Origin II, targeting Australians reconsidering travel plans amid rising fuel and cost-of-living pressures.
The campaign, developed by the New South Wales-based holiday park operator, spans broadcast TV, subscription video-on-demand (SVOD), broadcaster video-on-demand (BVOD), radio, and digital channels.
Research-led response
Pete Chapman, chief marketing officer at Reflections Holidays, said the campaign grew directly from consumer research the organisation conducted after fuel prices spiked in March.
The group surveyed 10,000 of its Loyalty Club guests fortnightly to track shifting sentiment.
“Their initial responses told us that while they were really worried about the increase in travel costs, they still wanted to get on the road and were prepared to be flexible, for example, shortening their itinerary or travelling closer to home,” Chapman said.
The data informed a series of immediate interventions, including a $25 fuel-offset voucher for guests in March and April, a fuel voucher for staff at regional parks, and a Locals Deal offering discounts and a free night’s accommodation for bookings of four or more days.
Brand-building over discounting
Chapman said the Travel Near campaign was designed to drive demand without leaning on retail-heavy promotional mechanics – a deliberate strategic choice.
“We chose this approach as we usually do because it will drive immediate demand while still building long-term desire for the brand, as opposed to heavy retailing more typically seen in these times, which we believe erodes brand equity and operational margin,” he said.
He added that the research was also shared with industry peers and government bodies to inform a broader collective response to the fuel and cost-of-living crises, noting its value lay in its real-time nature.
“This solved that typical issue of research being delayed, meaning the data is redundant once published,” Chapman said.
Reflections Holidays operates 40 holiday parks across NSW and reinvests profits into its parks and the 45 reserves it manages.
Chapman said the campaign’s broader effect on regional domestic tourism was a welcome outcome.
“If we are doing something that can help small operators in regional locations that need it most, all the better,” he said.