BIG4 Holiday Parks is inviting Australians to skip the costly international trips and discover the joys of a homegrown holiday with their latest campaign, “Go Small to GO BIG.”
With the summer season fast approaching, the campaign highlights the many benefits—financial, social, and emotional—of staying close to home and choosing a BIG4 park for a stress-free, memory-filled getaway.
Why “Go Small to GO BIG” This Summer?
BIG4’s campaign showcases families enjoying the simplicity of a holiday that doesn’t require long flights or hefty expenses. The ads remind Australians that they can “go small” on hassles like jet lag, lost luggage, or unexpected travel illnesses like “Bali belly,” and instead “GO BIG” on relaxation, play, and family time at a BIG4 Holiday Park.
Backed by independent research, the campaign resonates with a majority of Australians facing financial limitations: a recent survey commissioned by BIG4 found that 76 per cent of Aussies cite budget constraints as their top reason for avoiding travel. BIG4’s Head of Marketing, Tash Prendergast, emphasizes that for families and couples, staying local can mean more value and richer experiences without the high price tag.
“BIG4 Holiday Parks offers a network of 268 parks across Australia with options for every taste and budget,” Prendergast said. “With choices from camping and caravan sites to glamping tents and self-contained cabins, there’s a fit for everyone seeking an affordable, memorable break.”
Holiday Perks and Simple Pleasures
A key feature of BIG4 parks is their range of on-site facilities, making it easier for families to stretch their budgets. Camp kitchens and outdoor BBQ areas allow guests to prepare meals economically, while on-site entertainment—such as the much-loved Jumping Pillows, go-karts, and swimming pools—keeps kids engaged without added expense. Many parks also offer free or low-cost activities during school holidays.
Creative Director Tommy McCubbin from Pangea shares that the campaign highlights the simple joys of an Australian holiday, where families can “swap digital devices for a game of UNO by the fire pit” and reconnect in a relaxed, unplugged setting.
BIG4’s “GO BIG” Brand Legacy
“Go Small to GO BIG” is the latest chapter in BIG4’s successful “GO BIG” brand platform, which first launched in March 2023. This campaign will run through January 2025, featuring ads across outdoor, radio, and digital channels. The campaign aims to reinforce BIG4 as the go-to for authentic, family-friendly holiday experiences in Australia.
