Discovery Parks launches ‘Do It All’ brand campaign

October 22, 2024

Owner and operator of Australian lifestyle holiday parks, Discovery Parks, has launched its latest national brand campaign –‘Do It All’ - via Howatson+Company.

Founded in 2004, Discovery employs more than 2,200 staff across Australia and is headquartered in Adelaide. Discovery is part of G’day Group, Australia’s leading regional accommodation company with more than 300 properties around the country.

From jumping pillows to splash parks, outback glamping to beachside sites, the ‘Do It All’ campaign celebrates authentic Australian holiday experiences and showcases the variety and endless fun available at Discovery Parks.

Set against the backdrop of Xavier Rudd’s soulful hit ‘Follow the Sun’, the campaign’s creative approach utilises real customers to capture authentic, unfiltered moments of connection between friends and family.

Discovery Parks Chief Marketing Officer Lahnee White said this approach was aimed at delivering a campaign that fostered a strong emotional connection with its audience.

White advised “staying true to our DNA of authentic Australian holidays, we wanted to showcase the real moments and memories that are being made by our Discovery Parks customers every day.

“Through the candid lens of our customers, the campaign provides a glimpse of real people enjoying genuine and memorable holiday experiences. It’s like seeing the best photos and videos from friends who’ve just returned from a great trip – genuine and memorable.

‘Combining these authentic visuals with the emotional pull of ‘Follow the Sun’, we’re sharing the feeling of a holiday with loved ones and encouraging people to experience it for themselves.”

Chris Howatson, Founder + Chief Executive Howatson & Co, added “it's been an absolute pleasure continuing our partnership with Discovery Parks Australia to help bring their vision of authentic genuine holiday experiences to life. Together, we’re not just promoting great holiday destinations — we’re inspiring and reinforcing that there is a real breadth of endless fun available at Discovery Parks.”

‘Do It All’ has rolled out across digital, social, radio, and in-park channels, celebrating the endless experiences offered by Discovery Parks and reinforcing its place as Australia’s go-to holiday destination.

Video and Still Credits: Content creators: Stacey Goodey (@staceygoodey), Amanda Morley (@justamelbournemama), Bo Gerritson (@thesimplefolk_), Harrison Miller and Lauren Witherow (@haz_and_loz)

3rd September 2024 - West Beach Parks partners with Discovery Parks to develop South Australian holiday park visitation

14th April 2024 - Discovery Parks Nagambie Lakes reopens in Goulburn Valley following flood recovery

7th March 2024 - G’day Group’s new adventure playground at Discovery Parks Narooma Beach proves to be resounding success

9th June 2023 - Discovery Parks Goolwa redevelopment delivers additional $6.5 million to local community

15th October 2024 - G’day Australia event showcases Western Australia to international tourism industry

8th November 2022 - G’day Group acquires Coffin Bay Caravan Park

3rd May 2022 - G’Day Group launches new dedicated conferences and events brand

4th October 2021 - G’Day Group buys four Northern Australia caravan parks for $75 million

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