Automotive brand Škoda is set to launch a new adventure campaign titled 'Day For A Detour', aiming to highlight the best natural, culinary, and cultural attractions for families and road trippers.

Launching this month, the campaign was created in collaboration with media agency PHD and its content team, DRUM, and lifestyle publisher Urban List.

The initiative was developed in response to research indicating that 8.2 million Australians plan to take a domestic road trip within the next six months, stopping for an average of eight minutes each time they refuel. The campaign will utilise geo-specific Out Of Home (OOH) placements to suggest captivating detours at pit stops.

A custom digital hub on Urban List will provide access to nationwide detours, long-form video content, and consumer promotions. Urban List will also host pop-up venue collaborations where drivers can stop by for bespoke Škoda x Urban List recommended iconic eats with limited time deals. The campaign is set to launch during the upcoming school holidays.

"We know our customers love to explore and with ‘Day For A Detour,’ we’re inviting all Australians to turn every road trip into a memorable adventure. Our campaign celebrates the joy of exploration by uncovering hidden gems and transforming routine stops into extraordinary experiences. We’re thrilled to partner with DRUM, PHD, and Urban List to make every journey this school holidays unforgettable," said Škoda’s Digital Manager, Nathan Mitchell.

PHD’s Business Director, Anna Boldyreva, said: "In today’s crowded automotive market, standing out means more than just being seen - you need to create real, emotional connections with your audience. That’s why we’ve gone beyond the usual media channels. Our specialist content team, DRUM, uncovered a unique touchpoint: gas stations. By activating together with our partner Urban List during school holidays, we’re capturing people quite literally on the road, at a time when they’re more open to exploration and discovery."

"We’re incredibly proud of ‘Day For a Detour’ and the collaborative effort behind it. This campaign not only celebrates Australia’s hidden treasures but also the quintessential Aussie spirit of adventure. Škoda and Urban List are a match made in explorer heaven," said Account Manager, DRUM, Ella Garbett.