Australia’s beloved holiday park chain, BIG4 Holiday Parks, is taking its ‘GO BIG’ brand platform to new heights this summer. In collaboration with Pangea, the chain has introduced an innovative extension to their campaign, focusing on the quintessentially Australian behaviors and traditions that define holidaying in a BIG4 park.
Enhancing the Aussie Holiday Experience: BIG4’s Campaign Extension
This campaign extension is not just about promoting the parks but about enriching the holiday experience. It introduces the BIG4 Park Ranger, a character that embodies the spirit of Australian holidays, along with a series of ‘Top Tips’ videos. These videos showcase the unique, often unspoken aspects of the Australian holiday culture.
Discovering the Unspoken Aussie Traditions
The ‘Top Tips’ videos serve as a guide to the uninitiated and a nostalgic reminder for the seasoned Aussie holidaymaker. They capture the essence of the local holiday experience, from the laid-back attitudes to the friendly banter that is synonymous with Australian getaways.
Interactive Fun: The BIG4 Treasure Hunt
Adding an interactive element to the campaign, BIG4 has set up a treasure hunt within their parks. Guests are encouraged to find all 10 Top Tips plaques scattered around the parks. Those who succeed enter a draw to win a range of BIG4 prizes, adding an extra layer of excitement to their holiday.
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A Deeper Dive into the ‘GO BIG’ Philosophy
Tash Prendergast, head of marketing at BIG4, explains that the campaign is a natural progression from the initial excitement of booking a holiday to experiencing it. The focus is on amplifying the ‘GO BIG’ feeling throughout the stay, highlighting the unbeatable in-park experience that BIG4 offers.
Bringing Authentic Aussie Stories to Life
Tommy McCubbin, creative director at Pangea, emphasizes the authenticity of the campaign. The tips are based on real stories from Aussie holidaymakers, resonating with the audience because they reflect genuine experiences and shared cultural quirks.
Expanding Reach: Multimedia Campaign Strategy
The campaign is set to make waves across various platforms, including BVOD, YouTube, social media, and the BIG4 website. This multimedia approach ensures that the message reaches a broad audience, inviting more people to experience the unique charm of an Australian holiday at BIG4 parks.
In conclusion, BIG4 Holiday Parks’ latest campaign extension is a celebration of Australian holiday traditions. It’s a clever blend of marketing and customer engagement, enhancing the holiday experience while staying true to the Aussie spirit of adventure and camaraderie.
