
Echo Holiday Parks
A brand you keep coming back to


The Opportunity
Edwards Group is the second-largest privately-owned operator of caravan parks and lifestyle villages in South Australia and is widely respected within the industry.
The Group boasts five uniquely individual, community-focused holiday parks located across South Australia, from the Riverland and Mid North to the South East.
With each carrying its own name and identity, it was becoming increasingly challenging to maintain, and meant the Group was not benefiting from the brand equity, efficiencies and leverage that can come from an overarching name and brand.



Our Approach
communikate et al was charged with the exciting challenge of developing a new name and brand for their holiday parks.
We supported the team to uncover what their parks provided to their guests, and what it meant to them.
The core idea was centered around their purpose of creating places where happiness and connection belonged. Where their guests felt welcomed in their unique parks, allowing them to fully relax and feel immersed in the natural environment.
Their parks provided the types of holidays that allow for time and space to engage all the senses and make connections – with the wonders of nature, with friends and family, with yourself. All while disconnecting from daily demands.
These are the moments that you relive over and over again, well after you’ve returned home. And the best holidays bring you back to the same location and experiences again and again. With a community that welcomes you back, with a friendly face and a familiar feeling of connection, comfort, and calm.
Our role included:
- Review of the existing brand and marketing assets and associated research/insights, competitors and industry
- Facilitating a brand workshop
- Naming and positioning, including a brand narrative, tagline and key messaging
- Brand identity for Echo Holiday Parks
- Development of the Brand Style Guide
- Design roll out of key brand assets including maps, brochures, signage, merchandise, uniforms, stationery and digital assets

The Outcome
Echo Holiday Parks was launched in July 2024, uniting their unique parks under a flexible brand that evokes a sense of freedom and fun.
“While we had a vision for the new brand, communikate et al provided the answers that were lacking in building out the brand identity.
Throughout the process we felt heard and understood, and the end result is a brand that not only leans into who we are and who we want to be, but highlights it as our point of difference.
The Echo Holiday Parks brand feels right; it feels like us, unique yet familiar.”
– Sabrina Standish, Marketing.


