Outdoor travel in a new light.
In its first consumer launch for G’day Parks, TBWA\Adelaide has captured “easy to book, hard to leave” for the network of holiday parks.
The light-hearted campaign was produced on location at Lake Bonney, South Australia, and features a 30-second film and three 15-second TVCs of people enjoying the parks, with the tagline Here’s Good.
G’day Group, G’day Parks’ parent company, launched the brand last November to capitalise on more people enjoying camping, caravanning and cabinning during the pandemic, as international travel is restricted.
The group’s general manager, marketing, Oliver Shawyer, says the brand and creative platform is distinct.
“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,” Shawyer says.
TBWA\Adelaide executive partner, Joe Godsell says the creative approach has been a success.
“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,” Godsell says.
G’day Parks is the largest network of holiday parks in Australia. Convenience of booking is promoted through online, holiday park bookings at gdayparks.com.au and the G’Day Parks app.
Credits:
Client:
Michaela Webster: Chief Commercial Officer
David Smith: Head of Licensed Parks & Rewards
Oliver Shawyer: Group General Manager, Marketing
Sophie Abnett: Commercial & Retail Marketing Manager
Agency & Media:
Joe Godsell: Executive Partner
Scott Canning: Creative Director
Patrick O'Reilly & Mark Atherton: Creative Team
Eloise Liley: Group Planning Director
Emily Sherwell: Business Director
Erik Benitez: Head of Art
Produced by: Yah Yah Productions
Directed by: Hugh Sullivan
Media by: Carat Adelaide
