Consistent focus for brand domination

Situation

When we were appointed to the BIG4 account they had a well known and reputable operation however faced a number of larger competitors in the holiday park market. As an independent park network wholly owned by their member parks, they needed to grow and to differentiate themselves from their competitors.

The strategy and the idea

Many holiday considerers were not considering a holiday park holiday as they had not realised that holiday parks had moved on. Today we can expect facilities and accommodation options that would be more associated with a luxury resort. In the case of BIG4, this also comes with a more relaxed and friendly environment with less structure and more personal choices than a hotel option.  The creative inverted the features normally found in hotels and resorts and presented them in a fun tongue in cheek style, challenging non considerers with the line “Isn’t it time”.


The work

TV, Radio, digital, outdoor and in-park & member’s collateral

76% brand awareness versus the nearest competitor with 23%

58% of holiday park considers nominated BIG4 as their preferred brand

52% of all travellers nominated BIG4 as their preferred brand

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