BIG4 Holiday Parks announces new campaign

Edited by Travel Weekly

BIG4 Holiday Parks launched a new campaign that allows travellers to “Go small on those things and GO BIG at BIG4 Holiday Parks”.

The “Go small to GO BIG” campaign follows independent research commissioned by BIG4 Holiday Parks finding 76 per cent of Australians say financial constraints are the primary limitation currently preventing them from travelling.

BIG4 Holiday Parks campaign.

BIG4 Holiday Parks head of marketing, Tash Prendergast, said in the current economic climate, families and couples are seeking more value for money and memory-making holidays closer to home.

“BIG4 Holiday Parks operates a network of 268 parks across Australia that offer a diverse range of locations and accommodation options, from traditional camping and caravan sites through to self-contained cabins and ‘glamping’ tents – to suit all tastes and budgets,” she explained.

“Beyond accommodation, other costs such as daily meals and activities to keep the kids entertained can add up pretty quickly. Our BIG4 Holiday Parks have a huge range of on-site facilities and entertainment features that can work to curb these costs.

“Camp kitchens and plenty of outdoor BBQ areas mean meals can easily be made on a budget; play equipment, including the ever-popular Jumping Pillows, go karts, swimming pools at many locations, provide plenty of fun for kids. A large number of our parks also offer free or low-cost fun activities during school holiday periods.”

BIG4 Holiday Parks “Go small to GO BIG” campaign.

Pangea creative director, Tommy McCubbin, said the new “Go small to GO BIG” ads also convey the unique power of camping, caravanning and cabin holidays in encouraging people to unplug, relax, and reconnect in a meaningfully simple way.

“The campaign captures the joy and simplicity that comes with an Australian holiday at a BIG4 park. For kids and parents alike, it’s a place where we swap digital devices for a game of UNO by the fire pit and get back to connecting with each other,” he said.

Go small to GO BIG’ is the third campaign from BIG4 Holiday Park’s highly successful “GO BIG” brand platform campaign which launched in March 2023. The new campaign creative will run in market across OOH, radio, and digital channels from October to January 2025.

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BIG4 Holiday Parks