BIG4 Holiday Parks, the leading brand in Australian holiday parks, has launched its innovative ‘GO BIG’ campaign to entice Australian travelers to explore their nationwide network of parks and partner parks.
The campaign is designed to capture the excitement of booking a BIG4 Holiday Park getaway and the memorable experiences awaiting guests, according to a report by the Little Black Book Online.
The Pangea Agency was enlisted to create eye-catching advertisements for the campaign, which feature a series of commercials that tell the stories of fictional customers in everyday situations.
As they choose to ‘GO BIG’ and book their vacation on the BIG4 website, their lives are instantly transformed into holiday mode.
Tash Prendergast, Head of Marketing at BIG4 Holiday Parks, explained that the ads are lighthearted and showcase the company’s authentic brand personality.
Over the past two years, BIG4 has invested significantly in expanding its network of parks and refining its marketing and digital strategies. The ‘GO BIG’ campaign will play a crucial role in establishing BIG4.com.au as the go-to destination for researching, finding, and booking Australian getaways.
The campaign aims to target three key customer segments: Moment-making Families, Good Life Boomers, and Next Gen Road Trippers.
While families and retirees have traditionally been the primary audience for caravan and camping experiences, the Next Gen Road Trippers represent an emerging market of digitally-savvy young couples who could potentially become lifelong customers.
Tommy McCubbin, Creative Director at The Pangea Agency, revealed that the ads were inspired by the euphoric feeling of booking a holiday and taking a break from the daily grind. The campaign’s central idea is that the “GO BIG feeling starts the moment you book!”
The ‘GO BIG’ campaign is set to run from mid-March 2023, with advertisements appearing on TV, outdoor billboards, digital media, and social media platforms.
Two of the three TVCs and billboard advertisements can be viewed in the original article, with the third installment scheduled for release in April.