Big 4 Holiday Parks Launches A$150K Year-Long Content Campaign
Big 4 Holiday Parks launches A$150K year-long campaign transforming customers into content creators. One winner gets fully-funded road trip across 300+ locations with production support.
Big 4 Holiday Parks announced "The Big Aussie Review" in February 2026, offering one Australian couple or family a fully-funded 12-month road trip across the company's 300+ locations in what CEO Sean Jenner describes as "the boldest campaign" in the brand's 46-year history.
The prize package exceeds A$150,000 (~US$105,000) in value, including a Ford Ranger worth A$75,590, a Crusader Caravan valued at A$76,287, 365 nights of accommodation, fuel allowances, and A$8,000 in content creation equipment. Winners must produce approximately seven content pieces weekly across social channels, including photos, videos, and edited reels documenting their journey.
Campaign Transforms Customers Into Content Creators
The initiative represents a significant shift in how established leisure brands generate marketing content. Rather than hiring professional influencers, Big 4 requires applicants to submit 60-second video reviews via YouTube by April 13, 2026, prioritizing content creation skills over existing audience size.
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Winners receive extensive production support, including a new iPhone 17 Pro with phone plan, Starlink satellite internet, and A$10,000 worth of Dometic camping gear. The 12-month journey begins July 6, 2026, from the Gold Coast.
"Incredible holidays don't require a passport. The best trips are right here in our own backyard," Jenner said. The campaign emphasizes domestic tourism by showcasing Australian destinations through authentic customer experiences rather than traditional advertising.
Melbourne-based creative agency Pangea developed the campaign over 11 months, with public relations handled by Tide Communications and media planning managed by Ryvalmedia. Campaign manager Eliza Cowling noted the initiative "celebrates what makes Australia, Australia" and serves as "a call to explore our own backyard, discover, connect, unearth, enjoy and review."
Industry Shifts Toward Experience-Led Marketing
The campaign reflects broader changes in Australia's holiday park sector, where operators increasingly rely on experience-based marketing over conventional advertising. Tasman Holiday Parks recently launched "Turn Up The Real" across 40+ locations using similar strategies, while technology provider Bpro achieved a 12% revenue increase at Creswick Holiday Park through improved guest experiences combining AI-optimized check-ins with community events.
The Big Aussie Review extends Big 4's "GO BIG" brand platform, which launched in May 2023. The platform's most recent iteration, "Go small to GO BIG," ran from October 2025 through January 2026, encouraging families to "swap devices for real connections like UNO by the fire pit," according to Pangea creative director Tommy McCubbin.
Regional Context For Asian Markets
The campaign's scale offers insights for Asian marketing executives managing extensive physical networks. With Asia-Pacific accounting for 60% of global social media users, documentation-based campaigns can generate significant reach when properly structured.
The seven-piece weekly content requirement translates to approximately 364 posts annually across Big 4's channels, demonstrating how brands can transform customer experiences into sustained content pipelines. The investment in production equipment and connectivity infrastructure addresses common challenges in maintaining content quality during extended field programs.
Applications close April 13, 2026, with Big 4 emphasizing video and photography capabilities over established social media presence in selection criteria.
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