Revitalizing Australian Holiday Traditions: BIG4’s Latest Campaign Move
In a significant enhancement to their ‘GO BIG’ brand platform, BIG4 Holiday Parks, a name synonymous with Australian leisure, has rolled out an extension in collaboration with Pangea. This initiative, first introduced in 2023, aims to encapsulate the exhilarating ‘GO BIG feeling’ that commences with the booking of a BIG4 holiday.
Meet the BIG4 Park Ranger and Discover Top Tips Videos
This extension brings to life a new character, the BIG4 Park Ranger, and a series of ‘Top Tips’ videos. These elements are a tribute to the unique, often unspoken Australian behaviors and traditions that define a stay at a BIG4 park. This move marks a significant stride in enhancing the authentic Australian holiday experience for guests.
“We are doubling down on our GO BIG brand platform,” remarked Tash Prendergast, Head of Marketing at BIG4. “We launched our GO BIG campaign with a focus on the pre-stay excitement that comes with booking a BIG4 holiday. The natural next step was to continue that “GO BIG” feeling beyond the booking moment. So we took the opportunity to shine a light on the unbeatable BIG4 in-park experience that so many Aussies know and love.”
A Creative Fusion with Authentic Aussie Stories
Tommy McCubbin, Creative Director at Pangea, shed light on the creative process behind this extension. “When you forget someone’s name, just run with maaate. We all do it,” he explained. “So when the team wanted to extend the ‘GO BIG’ platform, we worked with Park Owners to bring real stories from real Aussie holidaymakers to life. The outcome was a series of tips which practically wrote themselves, because they’re based on stories we can all relate to.”
Interactive In-Park Treasure Hunt and Exciting Prizes
BIG4 has introduced an interactive treasure hunt within their parks. Guests are encouraged to locate all 10 Top Tips displayed on plaques throughout the branded BIG4 parks this summer. Those who succeed in this quest are eligible to win a range of BIG4 prizes, adding an adventurous twist to their holiday.
“These videos are so much fun and hit all the right notes in our humble and human, cheeky and cheerful tone of voice,” added Prendergast. “But what makes this one truly special is that the campaign extension also lives and breathes as part of the holiday experience for thousands of guests staying in BIG4 Holiday Parks around the country this summer.”
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Where to Experience the Campaign
The campaign spots are currently being showcased across BVOD, YouTube, social media, and on big4.com.au over the summer. To experience this unique Australian holiday vibe, viewers can access the video assets through the provided links.
Thongs (HERO)
Serenity
Acknowledging the Collaborative Efforts
This campaign is a testament to the collaborative spirit of BIG4 Holiday Parks, Pangea, and their partners. The credits include:
- Client: BIG4 Holiday Parks
- Agency: Pangea
- Production: Magnetizer
- Stills Photography: Benny Capp Photography
- Media: Ryvalmedia
With this latest campaign extension, BIG4 Holiday Parks continues to redefine the Australian holiday experience, blending tradition with innovation to offer an unforgettable experience to its guests.
