Race to the Cape

Emprise Group — 23 February 2020
Expedition from Cooktown to the tip of Cape York

Respected brands Caravan World, CAMPER and Outdoor tested their mettle (and metal) in the mecca of touring destinations. From Cooktown to the tip of Cape York in Far North Queensland, across potholed roads, snaggy river banks and by the Coral Sea. 

The Creative Concept

Our task was to produce: 

  • Awesome stories, epic video and inspiring photography

  • Deliver credible and custom content that will highlight a journey, for both on- and off-road travellers that our readers can follow along with.

  • Increase the desirability of Far North Queensland as the as a travel destination, inspiring more people to visit, stay longer and spend more.

  • Increase partner brand and product presence across connecting consumers with products and experiences 

  • Increase engagement with target markets via expert driven content and brand developed content

Campaign Reach

The feedback to the campaign has been very positive with audience delivery and campaign metrics being exceeded.

The overall reach and impressions for the campaign across all channels exceeded a cumulative reach of 750,000 users, excluding the reach other campaign partners owned channels, who also shared their curated content to their own audiences.

Real world testing and shot on location product reviews continue to be the highest engaging content for our audience. The ability to create engaging content that highlights a journey, is important allowing us to Increase partner brand, product and destination presence across connecting consumers with products and experiences 

Race to the Cape Audience:

  • On- and off road travellers, marine enthusiasts and outdoor adventurers

  • New and existing readers

  • A broad range of segments including families, grey nomads and young couples

Key content themes:

  • Serious off roading Australian travel, gear and product tests and journey planning.




Digital - Editorial Content Integration

Caravan World, CAMPER, Outdoor & TradeRVs,

21,859 pageviews from a digital audience of over 320,000. With shot on location product views having the highest engagement.

Print Editorial

Caravan World, CAMPER, Outdoor & TradeRVs

143 pages of coverage to a distribution of 58,900.

E-Newsletters - Content Clips

Caravan World, CAMPER, Outdoor & TradeRVs

Content sent to a database of over 134,000 each month with an average open rate of 26.88%.  4.96% over the industry average of 21.92%* With over 4,607 link clicks as the most clicked content of the edms.

Social Posts (Facebook)

Caravan World, CAMPER, Outdoor & TradeRVs

105,360  social reach and post engagement of 6,195.

Economic Impact to the region


Direct revenue of over $30,000 spent by partners and crew while in the region

*Media and Publishing Benchmarking Rates: Open Rate 21.92% and Click Through Rate of 4.55%. Source: https://mailchimp.com/resources/email-marketing-benchmarks/