Discovery Holiday Parks today launches ‘Intrepid Explorers’, a new campaign that heroes the imagination and curiosity of children, in what is a new creative direction for the company.

Narrated through a playful poem read by a young girl / explorer, the ad follows a group of children as they embark on a story of adventure and discovery while on a family holiday.

Intrepid Explorers is a significant deviation from a traditional campaign within the holiday park sector. It favours a deeper level of authenticity over typical colourful high-energy creative, and profiles the simplicity and freedom of imagination.

Directed and filmed by Richard Coburn and KOJO (Adelaide) with a very small crew, the content was captured organically. The ad features the unscripted adventures of children in a number of Discovery Parks’ properties and is underpinned by a poem that tells a grand story, with its ups and downs dictating the tone.

Discovery Parks Chief Commercial Officer Darren Peisley said the new campaign will appeal to the large family travel market.

“Intrepid Explorers will resonate with parents who want to get their kids away from TV screens, and foster imagination and innocent childhood adventure,” said Darren.

“A competitive advantage for holiday parks over Airbnb and hotels, is their sense of community and freedom. This campaign really channels the simplicity of the childhood holiday – tech free, where kids can get back to nature and just be kids,” said Darren.

“The tourism and holiday park sector tends to have a uniformity to its advertising; loud and bright images that scream fun. This creative is different, and we think it will appeal to parents – and grandparents – who remember childhood holidays full of simple imagination-led freedom and adventure.”

The campaign launches today (4 Nov) and will appear in cinemas, and form part of a comprehensive digital campaign for the summer season.

The new ad can be seen here.

Credits:
Client: Discovery Holiday Parks
Chief Commercial Officer: Darren Peisley
Brand and Campaign Manager: Emily Bennett

Production Company: Kojo
Director/DoP/Editor: Richard Coburn
Producer/Stills: Matt Byrne
Music: The Audio Embassy
Composer: Justin Pounsett

Media enquiries: Brittany Harmer, Corporate Communications Manager | 0415 655 191, brittany.harmer@discoveryparks.com.au.

About G’day Group

Founded in 2004 with three caravan parks in WA, G’day Group is now Australia’s leader in regional accommodation experiences with more than 340 properties across the country.

G’day Group operates more than 90 holiday parks and resorts under the Discovery Parks and Resorts brand, with properties in iconic regional destinations, including Kings Canyon, Rottnest Island and the world famous El Questro. The Group is also home to G’day Parks, a network of 240+ independently owned, licensed parks and the G’day Rewards loyalty program, which has 260,000 paid members.

Beyond holiday parks and resorts, the Group owns Wikicamps, Australia’s largest regional travel community and the #1 paid app in the App Store with more than 300k monthly active users, as well as Bookeasy, a specialist provider of booking management systems and technology solutions to leading destination management authorities in Australia and New Zealand (operating as BookIt).

G’day Group has property assets valued at $2 billion and is on track to become a $2.5 billion business by 2026. The company is majority owned by Australian Retirement Trust and founder and CEO Grant Wilckens is a Board Director of the South Australian Tourism Commission and former Chair of the Caravan Industry Association of Australia.