"The CRVA logo in the consumers face means nothing", CRVA CEO Stuart Lamont told more than 600 industry delegates today.
In a passionate delivery of a completely new direction Lamont made the CRVA brand back office.
"We need to be a whole lot smarter in delivering contributors funds", he said.
The Caravan RV and Accommodation Industry of Australia is now focused on "One industry, one message", but the message is not driving the CRVA brand.
In an elegantly simple solution the message stick is totally flexible. It follows the line that it is a canvas on which any marketing message fits without too much adjustment.
That message is timed to bring the experience first into sharp front of mind. The linked sell comes late and last supported in feel-good images which highlight, escape and rewards for customers looking for relief for the stress of everyday living.
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Overall Lamont is specific with the CRVA direction - I don't want to see CRVA promoted in a customers face, he said.
Among the record 602 delegates at the CRVA Annual Conference at Jupiters on the Gold Coast today sending the CRVA logo into the back office got approval.
When Lamont asked for questions there were none, only a statement of support.
Lifestyle and the 30 plus age group are the target market. Young families are a priority. There is an 11 month old baby in the promotional message. Good, but this raises the question of how the caravan parks which depend on the majority of older travellers will fare.
Staff training is a priority with quality and potential government support tied to a more aggressive statement of industry worth: We are significant (as an industry) we want some changes, Stuart Lamont said. Stuart Lamont is the new Chief Executive Officer of the Caravan, RV and Accommodation Industry of Australia (CRVA).
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Stuart has been employed by the organisation for 4.5 years. The CRVA Board of Directors said Stuart brings to the position a history of senior strategic management positions within a range of diverse industry organisations.
Caravan, RV and Accommodation Industry of Australia Ltd (CRVA) is the peak National Tourism Body representing over 4000 industry businesses ranging from caravan parks, manufacturers and retailers of industry products, suppliers of goods and services, and service providers.
The main responsibility the CRVA undertakes, besides engaging in political activity on issues that affect the industry nationally and facilitating a national accreditation program, is to market and promote the industry lifestyle to Australian consumers.
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