West Beach Parks

Bringing new life to BIG4 West Beach Parks, one seaside character at a time!

The Brief

Differentiate BIG4 West Beach Parks from its competitors, by making it the number-one holiday park destination for young families in South Australia.

To elevate its offer for young families, BIG4 West Beach Parks needed to create a series of children’s characters for the holiday park that would connect to its youngest, and most discerning audience – kids under 12 years old.

After researching some of the sea creatures found in and around the southern ocean near West Beach Parks, Sonny the Starfish, the “star of the show” was created – a six-armed sea star, that would become the ultimate park mascot due to his ability to explore, enjoy and discover everything on offer at BIG4 West Beach Parks.

But how would a six-armed sea star play tennis on holiday without any friends? Enter Daphne the Dolphin with her long bottle nose, Carlos Cuttlefish with his clever prose… and the rest of the “Sonny” clan!

And so, Sonny and Friends was born.

Services Provided

Design & Motion Graphics, Creative Campaigns

After designing and creating 12 life-sized characters, and a Sonny the Starfish mascot for events, Fuller wrote and produced a “Sonny and Friends” storybook and colouring book.

An animated video featuring all 12 characters dancing to their own original “Sonny and Friends” jingle was also created to be played on reception, cabin and kids club TV screens to further tell the Sonny story on-location.

With Sonny and his seaside friends in production and officially taking over BIG4 West Beach Park from 1 June 2023, all that was left to do was to introduce them to South Australian families.

To give the West Beach Parks marketing team time to plan, produce and install Sonny and his seaside friends on-site Fuller developed a launch strategy that would entice and engage target audiences, young SA families, over three key phases: a pre-launch, soft-launch, and launch campaign.

The Pre-Launch “teaser” phase of the campaign was all about creating a sense of mystery and intrigue surrounding West Beach Parks’ new activation with “peek-a-boo” imagery and “guess who” messaging.

The soft-launch phase of the campaign revealed and introduced Sonny and Friends to the people of South Australia, with an animated advert featuring the custom jingle, digital, outdoor and radio advertising, with a call to action to book a holiday to meet Sonny and Friends from 1 June.

A series of written articles focussing on the Sonny and Friends’ West Beach Park experience for SA families, written in the voice of Sonny and his friends also went live during this phase.

With Sonny and Friends characters finally installed on-site from 1 June 2023, the launch phase of the campaign encouraged families to come and meet Sonny and his friends at BIG4 West Beach Parks.


The Sonny and Friends Brand Campaign has been in market for the period of April – June 2023.

Phase 1 and 2 of this campaign had a sole brand awareness objective. In June Phase 3 of the campaign was driving Winter Accommodation Bookings.

The following can be attributed to the campaign.

  • 752

    An increase of followers on social media by 752

  • $146K

    Bookings for the period of were up YOY by 6% ($146K)