Tide Communications has been selected as the national PR partner for BIG4 Holiday Parks, marking a strategic move for the holiday park network as it continues to expand its brand presence.
The appointment follows a competitive pitch process, with Tide chosen for its industry expertise, creative approach, and cultural alignment with BIG4.
BIG4’s head of marketing, Natasha Prendergast, emphasized the importance of securing the right partner to support the company’s growth objectives.
“We underwent an extensive process to find the right PR partner to support our continued growth strategy, of which PR plays a crucial role,” she said in a report published by Mumbrella.
The collaboration underscores the increasing role of strategic public relations in the outdoor hospitality industry, where brand storytelling and media engagement are becoming essential for business growth.
For operators, this highlights the importance of leveraging PR not only for customer engagement but also for strengthening industry positioning, fostering partnerships, and enhancing brand visibility in a competitive market.
BIG4, an established holiday park brand in Australia, has built a reputation for offering diverse accommodation options across its network.
As the sector faces shifting traveler preferences and evolving market dynamics, a well-executed PR strategy can help reinforce a brand’s market standing and appeal to new customer segments.
The appointment of Tide Communications reflects the growing trend among holiday park operators to adopt comprehensive marketing approaches that extend beyond traditional advertising.
Tide’s managing director, Stacey McArdle, expressed enthusiasm about the partnership. “What a dream, to work with an iconic Aussie-founded and operated business whose ultimate vision is to make Australia’s backyard accessible to everyone,” she said.
The agency’s scope of work includes media relations, ambassador engagement, and major events, working alongside creative agency Pangea, media agency Ryvalmedia, and crisis communications firm Soda Communications.
For businesses in the outdoor hospitality sector, this multi-agency approach demonstrates the benefits of an integrated marketing strategy in driving brand recognition and customer loyalty.
