Tasman Holiday Parks has celebrated its fourth anniversary with a new-look platform and has urged travellers to Turn Up the Real.
Four years ago to the day, Tasman Holiday Parks launched its very first website, a small but mighty step in what has become an incredible journey. Today, with more than 40 parks across Australia and New Zealand, Tasman is taking another leap forward, unveiling a refreshed brand platform designed to inspire loyalty, preference, and long-term growth.
At the heart of this new direction is the tagline Turn Up The Real, a celebration of what makes holiday parks truly special: connection, joy, and the simple truth that real life feels better here. Tasman Holiday Parks CEO, Nikki Milne, said the brand refresh captures both the rapid growth of the business and the unique magic of the holiday park experience.
“The magic of holiday parks isn’t found in perfection,” Milne said.
“It’s in burnt marshmallows over a campfire, first bike rides, late-night games of spotlight, and lifelong friendships. It’s about finding joy in life’s unfiltered moments. That’s not only what we offer, it’s who we are.”
Reflecting Tasman’s evolution from a fast-growing network of destinations into a guest-loved brand, the refreshed identity goes beyond a visual update. It tells a clearer story about who Tasman is, what it stands for, and where it’s heading: creating meaningful, experience-led holidays that resonate with today’s travellers.
Central to the rollout is a new set of brand operational guidelines, designed to ensure Tasman’s refreshed promise is delivered consistently across every park, every team, and every guest experience.
“Holiday parks aren’t what they used to be, and they’re not just an alternative to hotels,” Milne said.
“Behind every boom gate is a world of connection and joy that you just don’t get in a hotel room. With this brand refresh, we’re setting the stage for Tasman’s next chapter, one that continues to grow, innovate, and welcome guests with a spirit of realness and adventure.”
The new brand platform will be delivered through a major campaign spanning large-format out-of-home, mass transit, broadcast video on demand, streaming, social, digital, and audio channels. Alongside the campaign, a new television commercial (TVC), updated website, and operational guidelines will embed the refreshed brand into both guest-facing experiences and behind-the-scenes operations.
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