BIG4 Holiday Parks encourages Aussie travellers to ‘Go Big’ in new campaign via The Pangea Agency
Reinforcing its position as the biggest brand in its category, BIG4 Holiday Parks has launched its ‘GO BIG’ campaign via The Pangea Agency.
The campaign 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 comprises of 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.
“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.
“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 midMarch 2023.
A third instalment of the campaign will be released in April.
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
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
But right obvious.
The acting is terrible.
maybe horrendous to you, but perfect for the brand and the target market.
Not pretending to be something it’s not, fun, hard working, feels right for this audience.
I love the way Ad jerks patronise society when they say ‘ feels right for the audience’.
Could be the start of a brand campaign. If they commit to the platform, some decent work may come of it.
“Well this doesn’t speak to meeee at all….
…what? Would I holiday at BIG4? Oh god no.”
Wow. Quite a surprise given some names on that roster
Booking online is the worst UX experience at BIG4. Maybe talk to real consumers, not yourselves.