G’day Parks’ new campaign marks the first work for its consumer launch developed by TBWA\Adelaide since being appointed to the account in March this year.
G’day Parks is the largest network of holiday parks in Australia. Having softly launched the brand last November, the parent company, G’day Group is focused on building a brand that differentiates from the sector’s typically conventional manner. Whilst most of the category relies on short term offers to drive acquisition, G’day Parks have invested in building a brand presence to ensure longer term success, primarily as the go-to for online holiday park bookings via gdayparks.com.au.
The camping, caravanning and cabin industry has grown during the pandemic in most States and Territories as people are restricted by closed borders and craving nature-based holidays in open spaces.
Says Oliver Shawyer, group general manager, marketing, G’day: “G’day Parks is the evolution of the Top Parks brand of holiday parks, which celebrated its 30th year with a new identity. While it’s the largest group of properties in the sector, and in regional Australia, it is largely unknown.
“We wanted to create a brand and creative platform that went against the grain. Something that looks to break the mould and ensure that in a category where misattribution is taken as a given, we’re distinctively recognisable. We’re a little bit cheeky, and a whole lot of convenience, and have used “Here’s Good” to show people that an escape in some of the best locations in Australia is at their fingertips.
“In a time of great uncertainty and need for flexibility where people desire that holiday feeling perhaps more than ever, the idea that TBWA brought us of “easy to book, hard to leave” cleverly speaks to the flexibility people want when they are really enjoying themselves on holiday, or planning and booking a holiday. This is particularly relevant for us having recently launched our industry-first booking app. Importantly, we loved the strategic balance in the campaigns intent to not only drive occupancy, but importantly extended stays which is one of the more efficient ways of increasing revenue.”
Says Joe Godsell, executive partner of TBWA\Adelaide: “From our first meeting with G’day Parks it was obvious that they were going to be great creative and business partners and the result shows that bravery in creativity can pay off. We look forward to extending this platform with them.”
In their first large local campaign since joining TBWA\Adelaide, creatives Patrick O’Reilly and Mark Atherton teamed up with director Hugh Sullivan and Yah Yah Productions to produce the light-hearted campaign on location at Lake Bonney, South Australia.
The refreshed look and feel for the G’Day Parks brand, inspired by the audience’s fondness for a window or bumper sticker, was developed by the craft team at TBWA\Melbourne, led by Eric Benitez.