BIG4 Holiday Parks partners with The Wiggles on branded content

The unique branded content partnership between the hugely popular children’s entertainers and the leisure park brand is part of a wider marketing strategy to better connect with the core younger family segment

BIG4 Holidays Parks has joined forces with popular kids entertainers, The Wiggles, to release a new branded tune, with proceeds going to the leisure park's charity partner, Make-a-Wish Australia.

This is the first Wiggles collaboration of its kind and will be available via The Wiggles iTunes, Spotify and YouTube channels. BIG4 Holiday Parks GM sales and marketing, Mohit Bhargava, said the initiative was about creating an impression and lasting connection between the brand and its target young family audience.

“At a brand level, the synergy just made sense and from a scalability standpoint there’s a lot of strategic benefits in partnering," Bhargava told CMO.

The song is part of a much larger partnership with BIG4 including Wiggles concert sponsorship and promotion along with branded content.

"The focus for us in their audience segment is motivating trial and consideration for BIG4 parks outside of school holidays," Bhargava continued. "This tends to happen with families under six and that’s The Wiggles' primary audience. We also want to drive consideration of these parks with non-considerers. Creating branded content allows us to create entertainment while showcasing what we have to offer.”

Make-A-Wish Australia CEO, Sally Bateman, said the charity often receives wishes involving The Wiggles. "This great initiative is a perfect alignment for us," she said. "We thank BIG4 and The Wiggles for helping us to be able to grant more wishes and bring joy to kids with life-threatening illnesses and their families”.

Marketing strategy

The wider brand strategy for BIG4 remains as it has for much of its 40-year history,  which is inspiring Australians to take a great Aussie holiday, Bhargava said. The former Village Cinemas marketing and sales chief joined the park operator in February.

However, what constitutes a family has changed and so offering and messaging has needed to adapt, he said.

“Pets are a part of modern families and BIG4 has been working to be more inclusive of pets," he said by way of example.

Equally, while core elements of the proposition remain the same, the way Bhargava and his team are executing it is changing. In terms of brand marketing, BIG4 has two primary segments: Families and baby boomers. The Wiggles partnership is the main focus for the family market, and it is now working to unpack its owned reach of considerers in the older segment.

“We recognise the changing cultural landscape of Australia. So while many second and third generations have memories of growing up visiting holiday parks, but there’s a big segment who have done that. And part of our strategy with The Wiggles is drive that element of inclusiveness,” Bhargava explained.

For Bhargava, the key is capitalising on that potential to better understand these audiences and deliver better one-to-one marketing to drive frequency and cross-selling. To do this, BIG4 is expanding on its brand proposition in a number of ways while maintaining the focus on the brand halo to deepen and widen engagement.

"We are doing that by a clear focus on brand pillars: Loyalty, new online marketplace website, park descriptors from parent brand to sub-brands for the different types of parks and elevating our focus on the gifting brand which is a key strategy to drive trial and growth of the business,” he added.

Follow CMO on Twitter: @CMOAustralia, take part in the CMO conversation on LinkedIn: CMO ANZ, follow our regular updates via CMO Australia's Linkedin company page, or join us on Facebook: https://www.facebook.com/CMOAustralia.    

Join the newsletter!

Or

Sign up to gain exclusive access to email subscriptions, event invitations, competitions, giveaways, and much more.

Membership is free, and your security and privacy remain protected. View our privacy policy before signing up.

Error: Please check your email address.
Show Comments

Blog Posts

Taking performance cues from east Asian markets

As the ‘Asian century’ becomes ever more prevalent and the Fourth Industrial Revolution gathers speed, marketers are having to surf a tidal wave of creative destruction. The choice is stark: Embrace change, or resign yourself to a Darwinian fate.

Dr Chris Baumann

Associate professor, Macquarie University

Searching for social and marketing data

Many marketers, agencies - and everyone in between - get caught up on bubble references and data points. They’ll use Facebook best practice as the only best practice for Facebook executions and only consider metrics and responses of the one channel they’re expected to deliver on.

Isaac Lai

Connections strategy lead, VMLY&R Sydney

Why Australia needs more leaders

A few weeks ago, our Prime Minister, Scott Morrison took it upon himself to tell companies and their CEOs where to go when it came to societal issues. It wasn’t an organisation’s place to get involved. Instead, he said it should be left to governments to solve societies challenges.

Dan Banyard

Managing director, Edentify

Congratulations! So good to see a business turnaround with a good omni channel email lead strategy.Antanthonyidle.com

Anthony Idle

How Total Tools overhauled its omnichannel marketing

Read more

Well, you can always improve your service. Your customers will appreciate your efforts.

Mike Thompson

Report: Australian customer experience good but not great

Read more

Thanks for sharing! Terracotta Jewellery Online Shopping Ethnic Jewellery Online Shopping

Cotton Sarees Online

How data is driving the customers of a lifetime for BaubleBar

Read more

Informative blog. Xero is a well-known revolutionized accounting software, specifically developed to provide best User Experience and mak...

NavkarConsultancyServices

Xero evolves to fit a changing marketplace

Read more

>Writes article about how to show diversity in an authentic way>All featured opinions are from white women

Jennifer Metcalfe

Food for Thought: How can brands show diversity in an authentic way?

Read more

Latest Podcast

More podcasts

Sign in