The Pangea Agency
Tue, 14 Mar 2023 09:04:00 GMT
Reinforcing its position as the biggest brand in its category, BIG4 Holiday Parks has launched its ‘GO BIG’ campaign and is encouraging Aussie travellers to enjoy that ‘just booked’ holiday buzz by choosing to stay and play at any one of its nationwide network of Parks and Partner Parks.
The hero creative for this campaign was created by The Pangea Agency and comprises a series of commercials each telling the story of fictional customers in very mundane, everyday situations as they decide to ‘GO BIG’. As soon as they press ‘book’ on the BIG4 website to secure their next getaway, we see their lives dramatically switch 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 and communicates the good times and memory-making fun that awaits guests at any one of its 200-plus parks around Australia.
“The ads are cheeky and cheerful, and the talent is humble and authentic, which reflects our brand personality,” she said.
“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 – Moment-making Families (which are BIG4’s largest and highest value customer segment), Good Life Boomers, and Next Gen Road Trippers.
“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.
“When we finally hit ‘book’ on a BIG4 holiday, we feel an instant lift. We start planning the details of our trip; activities with the kids, dinners by the fire, prep the caravan…and we start vicariously living that holiday through our future selves.
“We took this insight and turned it into the big campaign idea – ‘That GO BIG feeling starts the moment you book!’”
The campaign will run across TV, outdoor billboards, digital media and social media from mid-March 2023.
Two of the three TVCs and billboard advertisements can be viewed in this article with the third instalment to be released in April.