Big 4 sends Aussies on year-long roadtrip in ‘boldest campaign’ yet, via Pangea
Enjoying the view at Cottelsoe Beach in Perth
Big 4 Holiday Parks will send a selected couple or family on the road for a year, touring its 300+ parks to support what it calls the boldest campaign in its 46-year history.
The operator will hand the successful applicants a Ford Ranger and Crusader Caravan for 12 months, with the requirement that they document the journey through video, social media and editorial content.
The winning couple/family get to keep the vehicle and caravan, receive a weekly food and fuel allowance, and have all the AV equipment provided.
The content produced will form part of an ongoing campaign known as “The Big Aussie Review”, which in turn underpins Big 4 Holiday Parks’ refreshed Go Big brand platform, which first launched in May 2023.
The initiative was created by Pangea, with PR handled by Tide Communications and media planning and buying managed by Ryvalmedia.
To launch the campaign and encourage applications for The Big Aussie Review, Big 4 Holiday Parks released a new advertising push featuring a video of a young couple leaving the couch, hopping into a caravan, and exploring Australia.
Writing on Linkedin, Big 4 campaign manager Eliza Cowling said: “We’ve been working on this for 11 months. It’s the biggest, boldest campaign Big 4 has ever done in its 46-year history, and I am immensely proud to have led it.
“The Big Aussie Review is about celebrating what makes Australia, Australia. It’s a call to explore our own backyard, discover, connect, unearth, enjoy and…review.”
“Incredible holidays don’t require a passport – the best trips are right here in our own backyard,” said Sean Jenner, CEO of BIG4 Holiday Parks. “We’re a nation that loves a review, and The Big Aussie Review is about shining a spotlight on the magical moments and celebrating what makes travel in Australia so special.”
Credits
Client: BIG4 Holiday Parks
Natasha Prendergast – Head of Marketing
Eliza Cowling – Campaign Manager
Rachel D’Souza – Performance Media Lead
Lucy Wilcox – Partnerships & Content Manager
Maddie Petit – Social & Content Coordinator
Emily Cherry – Digital Designer
Pani Hewabattage – Digital Designer
Alex Cowden – Content Lead
Hayley Page – Marketing Coordinator
Creative Agency: Pangea
Tim Holman – Founder & Strategy Director
Tommy McCubbin – Creative Director
Evan Johnson – Client Partner
Production:
Charlton Schneider – Director and Producer
Michael Oulton – Stills
Public Relations: Tide Communications
Stacey Pinchbeck – Head of Strategy
Laura Jarrett – Account Director
Zoe Morley – Senior Account Manager
Jessie Dalgleish – Account Manager
Media: Ryvalmedia
Sarinna Harte – Media Integrations & Agency Investment Lead
Trent Light – Head of Strategy
James Hutchison – Head of Performance Media & Growth
Duhan Davies – Business Manager
Tamzyn Pickard – Business Coordinator
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