What moved (Sep '25 – Aug '26)
| Metric | Sep 2025 → Aug 2026 | Change |
|---|---|---|
| Awareness | 71% → 76% | +5pp |
| Consideration | 58% → 64% | +6pp |
| Investigation | 54% → 61% | +7pp |
| Claimed Usage | 44% → 54% | +10pp |
What's behind the growth
BIG4's brand-building this year has spanned PR, network growth, awards and a headline-grabbing campaign.
It brought in Tide Communications as its national PR partner in March 2025, with head of marketing Natasha Prendergast saying, "BIG4 is a loved iconic Aussie brand with a truly rich history and so many great stories to tell. We wanted an agency that could dig deep, unpack and share those stories in a cheeky, cheerful and human way. We believe Tide is the perfect fit to do just that!"
By July 2025 the network had grown to 300 parks across Australia, a milestone CEO Sean Jenner called "a proud moment for the BIG4 community." That growth was followed by recognition: BIG4 Gold Coast Holiday Park took Gold at the 2025 Qantas Australian Tourism Awards, the network's fourth consecutive win in the category.
Its standout initiative leaned into customer-generated content. To enter "The BIG Aussie Review," applicants submitted a 60-second video review of their own for a chance to become BIG4's official year-long "Travel Reviewer," posting roughly seven pieces of content a week from a road trip across its 300-plus parks. The prize package was valued at over $250,000, including a Ford Ranger and Crusader caravan. Two Brisbane teachers were named the winners in June 2026 ahead of a road trip that kicked off in July. Weeks earlier, BIG4 partnered with Ford Australia to help more Australians hit the road.
