BIG4 Holiday Parks and Pangea release third iteration of ‘Go Big’ platform
Holiday park network, BIG4 Holiday Parks, is reminding Australians that they don’t need to spend big to enjoy a memorable holiday this summer via a campaign from creative agency, Pangea.
The third offering from the network’s ‘Go Big’ platform from March 2023, and announced roughly ten months after its second iteration, the ‘Go small to GO BIG’ platform makes use of three creative materials featuring people of different ages and relationship dynamics that juxtapose holiday goers’ current situation with what could have been.
In other words, the ‘go small’ refers to issues that can come with going abroad for a holiday, for example falling ill to ‘Bali belly’ or having to put up with connecting flights. The ‘GO BIG’ encapsulates the emotional, physical, fiscal and social benefits that a BIG Holiday Parks break can offer travellers.
The platform was developed off the back of research commissioned by the holiday park network that found 76% of Aussies credit financial constraints as the main reason for them to undertake a holiday.
“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,” said Tash Prendergast, head of marketing at BIG4 Holiday Parks.
“Beyond accommodation, other costs such as daily meals and activities to keep the kids entertained can add up pretty quickly. Our BIG4 Holiday Parks have a huge range of on-site facilities and entertainment features that can work to curb these costs.
“Camp kitchens and plenty of outdoor BBQ areas mean meals can easily be made on a budget; play equipment, including the ever-popular Jumping Pillows, go karts, swimming pools at many locations, provide plenty of fun for kids.
“A large number of our parks also offer free or low-cost fun activities during school holiday periods.”
Commenting on the creative work, Pangea creative director, Tommy McCubbin, said the campaign emphasises a simpler holiday’s ability to help participants reconnect with the people around them.
“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,” McCubbin said.
‘Go small to GO BIG’ will play in market from October 2024 to January 2025 via digital, out-of-home (OOH) and radio channels.
Agency credits
Head of Marketing BIG4 Holiday Parks: Tash Prendergast
Creative Agency: Pangea
Creative director: Tommy McCubbin.
Photographer: Benny Capp
Media Agency: Ryval Media
PR agency: Soda Communications
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Matthew is the editorial assistant at Mumbrella. He joined the company at the end of September 2023.
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topics
BIG4 Holiday Parks
Pangea
Tash Prendergast
Tommy McCubin
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