One lucky camper will be offered a chance to win $1,000,000 by simply enjoying a camping road trip and supporting Australian tourism, how good is that!
As tourism looks to recover, and with camping still only at 88% of Pre Covid levels in the Northern Territory, this is an initiative to support regional businesses recovery.
With neighbouring states thriving in winter months from Australians living in southern states travelling north- we want to encourage travellers and grey nomads to make the Northern Territory their destination of choice.
Winter is the perfect time to visit the Northern Territory- the Road to a Million campaign will encourage travellers to visit, travel further, spend money at local experiences and boost the regional economy.
“Taking one extra camping trip this winter, it’s not only good for your wellness and happiness, but it also supports regional tourism and puts the money directly into the hands of small business,” said Keelan Howard, the General Manager of Marketing at Caravan Industry Association of Australia.
With Australians falling in love with camping and wanting to reconnect with the simpler things in life, the aim is to encourage all Australians and the 840,000 registered RVs across the nation plus the 2183 in the Northern Territory to take a winter trip.
The Road to a Million campaign consists of a detailed content strategy that stretches across all social platforms, emails and website that will put the Northern Territory at front of mind through targeted content- such as inspiration, itineraries, and news.
When campers travel and visit a region, all local businesses benefit, as visitors enjoy local attractions and dining experiences.
There are multiple physical and emotional benefits to a camping trip, which can be accessed through merely looking to reconnect with a simpler life, visiting family and friends, enjoying nature and being outdoors.
With an aim to reconnect Australians to regional Australia, the entry system is determined based on a zoning system collaborating with over 1405 caravan parks across the country including 37 parks in the territory.
The further away participants camp from Darwin, the more entries they will accrue.
The campaign launched on June 1, 2022 and ends on October 31, 2022.
To help spread the message, use our hashtag #RoadToAMillion and tag us at
