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.