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Go small to go big,
Aussie holidays shine bright,
In BIG4's new light.
Big4 Holiday Parks encourages Aussies to 'Go small to go big' in new campaign
BIG4 Holiday Parks has unveiled a new campaign, 'Go small to GO BIG', encouraging Australians to consider holidaying closer to home and highlighting the benefits of avoiding international travel.
The campaign, created by Pangea, features three creative executions showcasing happy holidaymakers of various ages and promoting the advantages of a stay at a BIG4 Holiday Park. The idea is to highlight the benefits - fiscal, physical, social and emotional - of going on a local holiday instead of aspiring to an international one.
The campaign follows research commissioned by BIG4 Holiday Parks, which found financial constraints were cited as the main barrier to travel by 76% of Australians. BIG4 Holiday Parks operates a network of 268 parks across Australia, offering a diverse range of accommodation options and on-site facilities.
"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," said Tash Prendergast, Head of Marketing at BIG4 Holiday Parks.
"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."
The 'Go small to GO BIG' campaign is the third from BIG4 Holiday Park's 'GO BIG' brand platform, which launched in March 2023. The new campaign will run across out-of-home (OOH), radio, and digital channels from October to January 2025.
The campaign was created by Pangea, with media handled by Ryval Media and PR by Soda Communications.
"The campaign captures the joy and simplicity that comes with an Australian holiday at a BIG4 park," Tommy McCubbin, Creative Director at Pangea, said. "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."
