BIG4 Holiday Parks extends ‘Go Big’ platform via Pangea
BIG4 Holiday Parks has extended its ‘Go Big’ brand platform, via its creative agency of record Pangea.
Originally launched in March last year, the campaign comprises a series of commercials depicting the story of fictional customers in mundane, everyday situations, as they decide to ‘Go Big’ on their next holiday.
The new spots introduce the BIG4 Park Ranger, and her top tips to holidaying at a BIG4 park.
They humorously refer to the often unspoken but uniquely Australian moments and traditions that accompany a holiday – such as calling someone ‘mate’ when you forget their name, or rescuing your barefoot friend on a hot bitumen road.
“We are doubling down on our ‘Go Big’ brand platform,” said 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,” she continued. “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.”
Pangea’s creative director, Tommy McCubbin, said: “When you forget someone’s name, just run with maaate. We all do it.
“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.”
The spots will run across BVOD, YouTube, social media and BIG4’s website over summer.
The videos are accompanied by an in-park treasure hunt which asks BIG4 guests to find all ’10 Top Tips’ hung on plaques around branded BIG4 parks this summer. Those guests who find all 10 go in the running to win a bunch of BIG4 prizes.
“These videos are so much fun and hit all the right notes in our humble and human, cheeky and cheerful tone of voice,” Prendergast continued.
“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.”
Other assets:
Tip #1: No worries
Tip #4: Dropbears
Tip #7: Maaate
Tip #9: Serenity
Credits:
Client: BIG4 Holiday Parks
Head of marketing: Tash Prendergast
Content & social manager: Summer Lee
Performance marketing lead: Rachel D’Souza
Campaign lead: Eliza Cowling
Agency: Pangea
Creative director: Tommy McCubbin
Founder & business director: Tim Holman
Business director: Evan Johnson
Project director: Ann-Sophie Dam
Creative: Aaron Tyler
Production: Magnetizer
Stills photography: Benny Capp Photography
Media: Ryvalmedia
Got a tip?
Lauren McNamara is the associate editor at Mumbrella, covering the agency beat. She joined in November 2022 as editorial assistant, after completing a Bachelor of Communications (Journalism) at UTS.
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