CMO

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.

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