BIG4 Holiday Parks 'GO BIG'

BIG4 Holiday Parks has introduced its ‘GO BIG’ campaign, encouraging Aussie travellers to enjoy that ‘just booked’ holiday buzz by choosing to stay and play at any one of its nationwide network of Parks and Partner Parks.

The hero creative for this campaign was created by The Pangea Agency and comprises a series of commercials each telling the story of fictional customers in very mundane, everyday situations as they decide to ‘GO BIG’. As soon as they press ‘book’ on the BIG4 website to secure their next getaway, we see their lives dramatically switch into BIG4 Holiday Park mode.

BIG4 Holiday Parks head of marketing, Tash Prendergast, said: “The ads are cheeky and cheerful, and the talent is humble and authentic, which reflects our brand personality.

“We’ve dedicated a huge amount of work to evolve our brand, marketing and digital strategies over the past two years, all of which have been underpinned by a significant investment in the expansion of our BIG4 Holiday Parks network. The ‘GO BIG’ campaign will play a critical role in positioning BIG4.com.au as the best place to research, find and book your next getaway.

“While families and retirees are familiar target audiences for caravanning and camping experiences, Next Gen Roadtrippers represent an exciting new segment for us. These digitally savvy younger couples are an important market for BIG4 because they have the potential to become customers for life.”

The Pangea Agency creative director, Tommy McCubbin, said: “Our inspiration came from that feeling everyone can relate to - that when everyday life is leaving you uninspired or tired or stressed, one of the best remedies to break this mood is to create something to look forward to.

“When we finally hit ‘book’ on a BIG4 holiday, we feel an instant lift. We start planning the details of our trip; activities with the kids, dinners by the fire, prep the caravan…and we start vicariously living that holiday through our future selves.

“We took this insight and turned it into the big campaign idea – ‘That GO BIG feeling starts the moment you book!’”

The campaign will run across TV, outdoor billboards, digital media and social media from mid-March 2023.

Credits:

Client: BIG4 Holiday Parks

Head of Marketing: Tash Prendergast

Creative agency: The Pangea Agency

Founder/Business Director: Tim Holman

Executive Creative Director: Tommy McCubbin

Senior Project Director: Evan Johnson

Project Director: Ann-Sophie Dam

Art Director: Zoe Marron-Davies

Strategy: Untangl’d

Production company: Magnetizer

Director: Charlie Ward

Producer: Andrew Wood

Editor: Dom Lawson

Media planning and buying agency: Ryvalmedia

Group Media Director: Sarinna Harte

Business Strategy Director: Trent Light

Performance Media Manager: Monica Mui

Public relations: Soda Communications

Published by Adnews, 14th March 2023