BIG4 Holiday Parks has launched a fresh campaign encouraging Australian families to embrace local holidays this summer, steering clear of expensive long-distance travel.
Developed by Pangea, the campaign features three vibrant advertisements showcasing joyful holidaymakers of diverse ages, emphasizing the advantages of opting for nearby escapes rather than the challenges associated with international trips—such as exhausting layovers or the discomfort of ‘Bali belly.’ The central message urges families to “GO SMALL” on the burdens of overseas travel and “GO BIG” by choosing a stay at a BIG4 Holiday Park.
This initiative stems from a survey commissioned by BIG4, revealing that 76% of Australians cite financial limitations as their main barrier to travel. Pangea’s creative director, Tommy McCubbin, highlighted that the “Go Small to GO BIG” campaign celebrates the unique benefits of camping, caravanning, and cabin holidays, which provide opportunities for families to disconnect from technology, unwind, and reconnect in a refreshingly simple manner.
“The campaign captures the joy and simplicity that comes with an Australian holiday at a BIG4 park,” McCubbin stated. “For both kids and parents, it’s a setting where we can trade digital screens for a lively game of UNO by the fire pit, fostering genuine connections.”
The “Go Small to GO BIG” campaign is the third initiative from BIG4 Holiday Parks’ “GO BIG” branding platform, which debuted in March 2023. The new creative will be visible across out-of-home, radio, and digital media until January 2025.
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