BIG4 Holiday parks launches GO BIG campaign

BIG4 GO BIG campaign (1)
The campaign creatives are targeted at three distinct customer profiles. (Source: Supplied)

BIG4 Holiday Parks has launched its latest campaign targeting three distinct customer demographics.

BIG4 Holiday Parks head of marketing Tash Prendergast said “The campaign depicts and targets our three major customer segments – Moment-making Families (which are BIG4’s largest and highest value customer segment), Good Life Boomers, and Next Gen Road Trippers.

“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,” she said.

Prendergast said “The ads are cheeky and cheerful, and the talent is humble and authentic, which reflects our brand personality.”

The GO BIG campaign runs from mid-March

The Pangea Agency is behind the creative for this campaign. A series of commercials relates the story of fictional customers in everyday situations deciding to ‘GO BIG’. As soon as they press ‘book’ on the BIG4 website, we see their lives dramatically switch into holiday mode.

“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,” said Prendergast. 

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