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Australia’s number one holiday park brand, BIG4 Holiday Parks, has launched a new campaign with Pangea, extending their GO BIG brand platform for the third consecutive summer.

This year’s campaign sees new OOH, digital and radio creative roll out to market, supported by the existing TV campaign which launched in early 2023 and is still going strong across TV, BVOD & Cinema.

At a time when financial pressure is driving more Australians to favour domestic travel over international travel, BIG4’s new creative topically plays into the tension between the joy, convenience and value of a local holiday vs. the frustration, disappointment and cost that can often come with expensive overseas holidays.

“Ever flown to Spain, only to have your luggage travel on to Sweden?” asked Tash Prendergast, head of marketing at BIG4. “Or missed your connecting flight having left your passport at Duty Free? Well, not likely if you go small on international holidays and GO BIG at one of 260+ holiday parks across Australia, available to browse and book now at big.4.com.au.”

“We are shining a light on the fact a BIG4 holiday can be enjoyed without waiting around at airports or staying in over- priced-under-par accommodation and without being forced to mess about with complicated, clunky websites and confusing packages full of ‘gotchas’,” said Tommy McCubbin, ECD at Pangea.

“Our campaign says go small on all that painful stuff,” he added. “And GO BIG with a BIG4 holiday to remember… one that might even drag the kids away from the iPad!”

The national campaign launched in October with large format and transit OOH, traditional and digital radio, and programmatic display supporting on-screen media throughout the summer months.