In conjunction with the internal marketing team, we developed a new creative execution expanding the brand as a way to best convey the principles of BIG4 Holiday Parks and the "Great Australian Break".

The campaign, and implementation of such, needed to expand to a wide range of audience groups, including both considerers and non-considerers of holiday parks overall.

Key Results

BIG4 is currently sitting at 76% prompted brand awareness and Prompted brand awareness up by 10% since the isn’t it time brand campaign was launched by my team.

Substantial (7%) growth in traffic to BIG4.com.au (resulting in 6.7M sessions)

Below the line thematic campaign resulted in an increase in 9% of bookings growth via BIG4.com.au.

Cluster campaigns resulted in a $650k (10%) revenue growth during cluster promotions.

Social media initiatives resulted in a 78% increase in traffic to BIG4.com.au from social channels alone, directly resulting in 74% revenue growth.

My Role

The campaign included development of a wide range of communications in both traditional and digital channels. 

I was instrumental in the production and development of the two brand TV commercials, including management of the shoot and post production variations for digital applications.

Importantly, the updated brand campaign needed to be responsive to world events and changing consumer mindsets.

I produce a wide range of large impact collateral across the year for BIG4 which are now inline with the isn't it time campaign.

These include activations, stand creative and collateral for yearly trade shows, including the  Caravan and Camping show (5 state shows across Australia) and International (ATE) trade show.

Below is a sample of the work produced in the last year for BIG4.