A new Big4 Holiday Parks campaign is tapping into Australians’ current focus on value for money, encouraging local holidays as fun, affordable options.
The ‘Go small to GO BIG’ campaign follows independent research commissioned by Big4 Holiday Parks that found 76 per cent of Australians say financial constraints are the primary restraint on travel plans.
Tash Prendergast heads up marketing at the accommodation business.
Prendergast said “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.”
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.
“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 in a series which launched in March 2023. The new campaign creative will run in market across OOH, radio, and digital channels from October to January 2025.
