Big4 Holiday Parks launches first work from Pangea and Untangled
Big4 Holiday Parks has launched its ‘Go Big’ campaign, in the first work from its newly appointed agency partners.
Developed by creative agency The Pangea Agency and strategy agency Untangld, 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.
As the customers press the ‘book’ button on the Big4 website, their lives are dramatically switched into Big4 Holiday Park mode.
BIG4 Holiday Parks head of marketing, Tash Prendergast, said the fun ads capture the kick of joy felt once a Big4 Holiday booking is made: “The ads are cheeky and cheerful, and the talent is humble and authentic, which reflects our brand personality.”
“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. The ‘GO BIG’ campaign will play a critical role in positioning BIG4.com.au as the best place to research, find and book your next getaway.
“The campaign depicts and targets our three major customer segments… 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.”
The Pangea Agency creative director, Tommy McCubbin, said the ads convey the euphoric feeling of an impending holiday and a break from the daily grind.
“Our inspiration came from that feeling everyone can relate to – that when everyday life is leaving you uninspired or tired or stressed, one of the best remedies to break this mood is to create something to look forward to,” he said.
The campaign will run across TV, outdoor billboards, digital media and social media from mid-March 2023. Later iterations of the campaign will be rolled out in April.
Credits
Client: BIG4 Holiday Parks
Head of Marketing: Tash Prendergast
Creative agency: The Pangea Agency
Founder/Business Director: Tim Holman
Executive Creative Director: Tommy McCubbin
Senior Project Director: Evan Johnson
Project Director: Ann-Sophie Dam
Art Director: Zoe Marron-Davies
Strategy: Untangl’d
Production company: Magnetizer
Director: Charlie Ward
Producer: Andrew Wood
Editor: Dom Lawson
Media planning and buying agency: Ryvalmedia
Group Media Director: Sarinna Harte
Business Strategy Director: Trent Light
Performance Media Manager: Monica Mui
Public relations: Soda Communications
Additional credit for Stills Photography: Benny Capp Photography
Nice job, Benny and team!
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