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Closer to home, bigger on fun: BIG4’s new campaign keeps summer local
The 'Go Small to GO BIG' campaign goes beyond affordability, celebrating the simplicity and joy of reconnecting with loved ones
In a fresh summer campaign, BIG4 Holiday Parks is inviting Australians to scale down international travel plans and instead ‘Go Small to GO BIG’ on local escapes, highlighting the perks of holidaying close to home.
Launched in partnership with creative agency Pangea, the campaign champions a value-for-money approach for families keen to avoid the high costs of overseas travel and the hassle of long flights.
With three vibrant campaign visuals showing Australians enjoying BIG4 parks, the initiative highlights the physical, social, and emotional benefits of domestic holidays. By staying local, families can sidestep common travel stressors—such as jet lag, layovers, and even the dreaded ‘Bali belly’—for a relaxed and memorable holiday experience within Australia.
New research commissioned by BIG4 reveals that 76 percent of Australians feel financial pressures as a key barrier to travel. In the face of these concerns, BIG4 Holiday Parks Head of Marketing Tash Prendergast suggests a closer-to-home alternative that still provides a memorable getaway: “Our 268 BIG4 parks across Australia offer diverse accommodation options, from traditional camping and caravan sites to self-contained cabins and ‘glamping’ tents, catering to a wide range of tastes and budgets.”
Prendergast highlights that BIG4 parks provide cost-effective ways to manage everyday holiday expenses. “With camp kitchens and BBQ areas, families can easily prepare meals on a budget, while on-site play areas, Jumping Pillows, go-karts, and swimming pools keep kids entertained for free or at a low cost. Many of our parks also offer free or affordable activities over school holidays,” she said.
Pangea’s Creative Director, Tommy McCubbin, points out that the ‘Go Small to GO BIG’ campaign goes beyond affordability, celebrating the simplicity and joy of reconnecting with loved ones. “BIG4 parks are about unplugging and experiencing the simplicity of Australian holiday traditions, like playing UNO by the fire pit. It’s an environment that encourages families to connect in meaningful ways,” he said.
This marks the third wave of BIG4’s ‘GO BIG’ brand platform, which has seen strong engagement since its launch in March 2023. Running through to January 2025, the campaign will appear on outdoor, radio, and digital platforms, promoting a distinctly Aussie way to ‘go big’ on holiday joy without big expenses.

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