The latest BIG4 Holiday Parks campaign is reminding families that they don’t need to endure long-haul flights or max out their credit cards to enjoy holiday bliss this summer.
Three creative executions by Pangea depict hero images of happy holidaymakers of various ages and highlight the benefits of ‘going small on’ (i.e. avoiding) the trappings of international travel, such as tedious connecting flights or succumbing to ‘Bali belly’, by instead choosing to ‘GO BIG on’ a BIG4 Holiday Park stay.
The ‘Go small to GO BIG’ campaign follows independent research commissioned by BIG4 Holiday Parks finding 76% of Australians say financial constraints are the primary limitation currently preventing them from travelling.
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," he 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."
Go small to GO BIG’ is the third campaign from BIG4 Holiday Park’s ‘GO BIG’ brand platform campaign which launched in March 2023. The new campaign creative will run in market across out-of-home, radio, and digital channels to January 2025.
Credits
Head of Marketing BIG4 Holiday Parks: Tash Prendergast
Creative Agency: Pangea
Creative Director: Tommy McCubbin.
Photographer: Benny Capp
Media Agency: Ryval Media
PR agency: Soda Communications
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