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Tasman Holiday Parks found key audience segments

Overview: How audience insight reshaped a growing brand

A brand refresh starts with clarity, not guesswork

Tasman Holiday Parks partnered with Experian to create a quantified understanding of its core and opportunity audiences. Mosaic segmentation provided a data-driven foundation for a refreshed brand strategy, to inform media planning and park-level development decisions.

Challenge overview

Tasman competes in a category dominated by long-established brands. Audience understanding previously relied on self-selected booking data. Tasman needed a clearer picture of its customers and growth opportunities to guide a major brand refresh.

View Tasman Holiday Parks Profile
Company Bio:

Tasman Holiday Parks is a leading holiday park operator across Australia and New Zealand, offering a diverse range of accommodation experiences. The company is focused on creating memorable holiday experiences through quality destinations, exceptional customer service and continual investment in its parks.

Industry: Tourisim
“Understanding our audience shaped the brand we took to market. I would make this a critical part of the information stack for any brand refresh.”
Brent Chong, GM Marketing ANZ, Tasman Holiday Parks

Solution overview

Experian introduced Mosaic segmentation, to help Tasman:

  • Identify core, secondary and tertiary audiences
  • Understand segment size and growth potential
  • Map geographic concentrations of priority groups
  • Tailor media, messaging and brand positioning
  • Inform park-level development choices

 

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Results
  • Increased brand awareness among key audience segments
  • Clear definition of core + opportunity audiences
  • Park development informed by audience insight
Solutions

See how customer segmentation can drive growth

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