BIG4 HOLIDAY PARKS

Choose your own adventure

Despite Big4 Holiday Parks’ category dominance, Millennial audiences were not considering them as an option for fast, affordable holiday experiences. For the younger crowd, holiday parks still stood for old-fashioned, and only offering with limited family- focused accommodation options. To challenge these perceptions and Big4 get on the consideration list, we reframed the value proposition and educate the market about the modern 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. In this campaign we showcase a range of visually iconic and outdoor experiences, juxtaposed with luxurious park life.

Billboard depicting young couple lounging by the pool, with the tagline 'Luxury Resort Minus the Passport'. Part of Big 4's 'Experience More' campaign by Bellwether Agency, 2022
Bus stop poster featuring young couple enjoying drinks outdoors surrounded by lights, with the tagline 'Not Your average Friday Night Drinks'. Part of Big 4's 'Experience More' campaign by Bellwether Agency, 2022
Bus stop poster featuring young couple enjoying drinks outdoors surrounded by lights, with the tagline 'Not Your average Friday Night Drinks'. Part of Big 4's 'Experience More' campaign by Bellwether Agency, 2022
Bus stop poster featuring young couple enjoying drinks outdoors surrounded by lights, with the tagline 'Not Your average Friday Night Drinks'. Part of Big 4's 'Experience More' campaign by Bellwether Agency, 2022
Poster at airport terminal depicting young couple in swimming costumes ascending stairs at a pool/water park, with the tagline 'Beats Climbing the Corporate Ladder'. Part of Big 4's 'Experience More' campaign by Bellwether Agency, 2022
Poster at airport terminal depicting young couple in swimming costumes ascending stairs at a pool/water park, with the tagline 'Beats Climbing the Corporate Ladder'. Part of Big 4's 'Experience More' campaign by Bellwether Agency, 2022
Poster at airport terminal depicting young couple in swimming costumes ascending stairs at a pool/water park, with the tagline 'Beats Climbing the Corporate Ladder'. Part of Big 4's 'Experience More' campaign by Bellwether Agency, 2022
A young man holding a takeaway coffee cup walks past a poster at an outdoor train station. The poster depicts a young couple enjoying coffee outside a wooden cabin, with the tagline '152km From Your Regular Coffee Spot'. Part of Big 4's 'Experience More' campaign by Bellwether Agency, 2022