BIG4 Holiday Parks
A new BIG4 Holiday Parks campaign is reminding families that they don’t need to endure long-haul flights or max out their credit cards to enjoy maximum holiday bliss this summer – rather, they can ‘Go small on those things and GO BIG at BIG4 Holiday Parks’.
Three creative executions by Pangea depict hero images of happy holidaymakers of various ages and highlight the benefits – fiscal, physical, social and emotional – of ‘going small on’ (i.e. avoiding) the trappings of international travel, such as tedious connecting flights or succumbing to ‘Bali belly’, by instead choosing to ‘GO BIG on’ a relaxing BIG4 Holiday Park stay.
The ‘Go small to GO BIG’ campaign follows independent research commissioned by BIG4 Holiday Parks finding 76% of Australians say financial constraints are the primary limitation currently preventing them from travelling.
BIG4 Holiday Parks Head of Marketing Tash Prendergast said in the current economic climate, families and couples are seeking more value for money and memory-making holidays closer to home.
“BIG4 Holiday Parks operates a network of 268 parks across Australia that offer a diverse range of locations and accommodation options – from traditional camping and caravan sites through to self-contained cabins and ‘glamping’ tents – to suit all tastes and budgets,” she explained.
“Beyond accommodation, other costs such as daily meals and activities to keep the kids entertained can add up pretty quickly. Our BIG4 Holiday Parks have a huge range of on-site facilities and entertainment features that can work to curb these costs.
“Camp kitchens and plenty of outdoor BBQ areas mean meals can easily be made on a budget; play equipment, including the ever-popular Jumping Pillows, go karts, swimming pools at many locations, provide plenty of fun for kids. A large number of our parks also offer free or low-cost fun activities during school holiday periods.”
Creative Director at Pangea Tommy McCubbin said the new ‘Go small to GO BIG’ ads also convey the unique power of camping, caravanning and cabin holidays in encouraging people to ‘unplug’, relax and reconnect in a meaningfully simple way.
“The campaign captures the joy and simplicity that comes with an Australian holiday at a BIG4 park. For kids and parents alike, it’s a place where we swap digital devices for a game of UNO by the fire pit and get back to connecting with each other,” he said.
Go small to GO BIG’ is the third campaign from BIG4 Holiday Park’s highly successful ‘GO BIG’ brand platform campaign which launched in March 2023. The new campaign creative will run in market across OOH, radio, and digital channels from October to January 2025. Creative assets can be accessed here.
For more information on BIG4 Holiday Parks or to book your next holiday, visit big4.com.au.
Agency credits
Head of Marketing BIG4 Holiday Parks: Tash Prendergast
Creative Agency: Pangea
Creative Director: Tommy McCubbin.
Photographer: Benny Capp
Media Agency: Ryval Media
PR agency: Soda Communications
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