This summer, GoTransit is taking brands on The Great Aussie Roadtrip—a national campaign driving advertising visibility through Australia’s most-visited regional and coastal destinations, where mobility, tourism, and connection peak for both people and brands.
This 2025 we are launching our latest campaign: The Great Aussie Roadtrip. We will be providing all the advice and strategy for you to be able to plan your regional summer advertising in Australia all in the areas that will be packing with energy and movement.
Over 62% of Australians will travel this summer, with Spring/Summer 2025 bookings up 64% year-on-year. Road trips and coastal escapes dominate, which means mobility are at their peak.
Our Great Aussie Roadtrip campaign makes sure your message doesn’t stay in the CBD; it cruises right along to the coast.
Why regional, why now
Regional travel isn’t a niche; it’s the default. Caravan and camping alone accounted for 15.2 million trips in 2024, with 90% of nights and 87% of spend occurring in regional Australia.
Summer in Australia is a city-to-coast migration. Tourism spending outside capital cities jumped 41% vs pre‑pandemic in 2024. Think 3.7 million extra petrol-station visits versus winter and a $76 million uplift in coastal spending on the Mornington Peninsula, plus 46% of Aussies planning “do‑nothing” holidays (which we know is code for sitting at the beach with a good book!).
Why Transit OOH is the MVP of summer
Out‑of‑home has the reach to match the seasonal migration. The industry’s national reporting system, MOVE 2.0, reports 97% weekly reach of Australians 14+ and it now models seasonality and expands coverage across regional areas. We are able to track the dips and spikes in areas never before possible.
OOH also plays beautifully with mobile behaviour on the go. Independent research shows mobile searches made in OOH locations are 38% more likely to lead to a purchase than searches made at home; a perfect fit for beach‑parking decisions like “which café now?” or “book that attraction.”
Where we’ll focus (and how we’ll show up)
Our Great Australian Roadtrip plan targets coastal corridors and summer towns where visitation swells: the QLD southeast and tropics (Sunshine Coast to Whitsundays), NSW North & South Coast, VIC peninsulas and wine regions, plus TAS loops and WA’s South West. We map routes, traffic patterns and points‑of‑interest to place your message on buses, light rail and airport/coach connectors that intersect holiday routines.
Creative that cuts through at 60 km/h: Our Tips
- Brand first, words second: large branding, 5–7 punchy words.
- Make it hyper‑local: “Next stop: fish & chips in Torquay.”
- Flood the market: Talk to your consultant and work out how many panels/buses you need to become the talk of the town.
Sources
- Tourism Research Australia – December 2023 monthly snapshot (Dec trips & spend). Tourism Research Australia
- Tourism Research Australia – Caravan & Camping (2024 trips; nights & spend in regional). Tourism Research Australia
- Tourism & Events Queensland – Domestic Tourism Snapshot (record OVE). TEQ Corporate
- OMA/MOVE 2.0 – weekly reach and methodology updates; Mediaweek & OMA. Mediaweek+1
- JCDecaux “Point of Search” study – mobile search purchase uplift in OOH contexts. changemakers.jcdecaux.co.uk
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