Solution overview
Tasman Holiday Parks knew that a successful brand refresh could not be built on broad demographics and booking categories alone. The business needed a practical audience framework that connected customer characteristics, lifestyle, behaviour, media consumption and geography. That is where Experian came in.
Uncovering the target market
Experian introduced Tasman Holiday Parks to Experian Mosaic segmentation. Unlike traditional demographic profiling, Mosaic combines customer, behavioural, lifestyle and geographic insights to provide a more complete view of audience needs and motivations.
By applying Mosaic to Tasman Holiday Parks’ customer and park-level profiles, the team could see not only who was already booking, but also the scale of priority audiences, where they lived and which emerging groups represented genuine growth potential. For the first time, Tasman Holiday Parks had a shared, evidence-based view of its market and a practical framework for identifying where future growth opportunities existed across audiences, locations and customer segments.
The analysis gave the team:
• A clear definition of core customer segments, beyond broad booking categories
• A quantified view of the size and growth potential of priority audiences
• Visibility of secondary and tertiary audiences beyond the established customer base
• Geographic concentrations showing where priority groups were most likely to be found
• Rich lifestyle, behavioural and media descriptors that made each audience actionable
This was the turning point. Tasman Holiday Parks could move beyond assumptions and broad booking data and use a verified audience framework to guide brand strategy, marketing activity and future investments.
From insight to action
Defining the audiences was only the beginning. The next step was translating the insight into practical decisions across brand, marketing and park development.
• Media planning could be aligned to Mosaic segments and focused on audiences with the strongest potential
• Messaging and creative could be shaped around distinct audience needs and motivations
• Brand positioning could be tested and strengthened using a more complete view of the market
• Park-level decisions, including accommodation types and guest amenities, could reflect local audience needs
• Teams could distinguish between locations where Tasman Holiday Parks already over-indexed and markets with untapped opportunity
Rather than relying solely on who was already booking, Tasman Holiday Parks could identify the audiences most likely to drive future growth and make decisions with greater confidence across media, messaging, brand and park planning.
A true collaboration
Experian supported Tasman Holiday Parks from analysis through to application. Training and practical guidance helped the team interpret the segments, use the audience profiles in planning and connect the findings to real decisions. Responsive support also gave Tasman Holiday Parks confidence to keep applying Mosaic beyond the initial brand project, extending its value into media, property and development discussions.
Results
The project transformed how Tasman Holiday Parks understands its audiences and approaches growth planning. Before Mosaic, Tasman Holiday Parks’ view of customers was largely limited to the booking stage. The audience analysis provided a shared, evidence-based framework that helped the business better understand who its customers are, where future growth opportunities exist and how to engage priority audiences more effectively.
The insights gave teams a common language for discussing audiences and greater confidence in marketing, media and investment decisions. They also helped shape customer-focused messaging and positioning, ensuring brand activity was aligned to the needs and preferences of key audience segments.
Early brand tracking results indicated positive movement in awareness among priority audiences following the brand refresh. More broadly, the project helped define core and growth audience segments, providing a stronger foundation for media planning, brand development and future marketing activity.
Audience insight also informed park-level decision-making by helping teams better understand local guest needs and expectations. Rather than relying on broad assumptions, Tasman Holiday Parks could use customer evidence to support decisions around investment, messaging and experience development.
Ultimately, what began as an audience insight project evolved into a practical framework for decision-making across marketing, brand and park development, helping Tasman Holiday Parks build a stronger foundation for future growth.
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