BIG4 HOLIDAY PARKS
Campaign: Experience More
Sometimes being the leader of your category is not enough. Not when you are struggling to gain traction with emerging younger holiday maker audiences, which was the case for Big4 Holiday Parks. Millennial audiences in particular were not considering Big4 or holiday parks in general, despite being lovers of fast, affordable getaway experiences. And when they did, it was through tired of perceptions of holiday parks as old-fashioned, family-focused, with limited accommodation options: the modern Big4 experience could not be more different.
To challenge these perceptions and Big4 get on the consideration list, we had to reframe the value proposition and educate the market about the facilities and accommodation choices on offer. Our strategy was to get upstream in the holiday consideration journey – to position Big4 as the conduit and gateway to holiday experiences in the great Australian outdoors – wherever that is for you. And from there, to challenge perceptions of holiday park facilities. We developed a national multi-media campaign across outdoor, radio, digital video, and social channels showcasing a range of visually iconic outdoor experiences, juxtaposed with luxurious park life, under the campaign line Experience More.