Reflections Holidays is marking 10 years in operations by revealing a fresh look that celebrates its adventurous heart as it sets out to re-imagine camping in Australia.
The major rebrand comes as Reflections Holidays – the largest holiday park and adventure camping group in New South Wales, and the only one in Australia that is a certified social enterprise – partners with OzFish, Australia’s predominant fishing sustainability organisation, to help recreational anglers improve the health of NSW water ways.
Reflections reinvests profit into the 39 parks, campgrounds and unique properties it manages. It also cares for 45 nature reserves across NSW.
Its CEO, Nick Baker, said the new look and simplification of its name (from Reflections Holiday Parks) to Reflections Holidays highlighted its focus on reimagining camping, its passion for helping guests to share nature’s beauty with friends and family, and its commitment to nurturing land in its care.
“One of the things that we’re very clear about is that life’s better outside – that we all feel better when we’re outdoors - and that we all need to do our bit to protect nature,” Mr Baker said.
“Our new look is a firm vote for all of those things; it’s saying, ‘Get back to nature and relax with your friends and families and be part of your community.
“People know us for our campgrounds in spectacular locations across NSW, but may not be aware that we are the caretakers of precious community reserves, and that we reinvest profit to maintain our parks and reserves for future generations to enjoy.”
Reflections Chief Marketing Officer, Pete Chapman, said the “new identity helps convey what we’re about. The design, developed fully inhouse, was inspired by people gathering around a campfire to connect and share stories as well as the ripple effect often seen in water when looking at a reflection.
Mr Chapman said Reflections was re-imagining what a camping company could be.
“We’re about nature, connection and adventure. We're more a base camp to explore the natural world than somewhere you might lock yourself away in and enjoy the amusements. We needed that to be obvious in the way we portray ourselves and the initiatives we support – which was the driver for both the new look and this historic partnership,” he said.
Mr Baker said Reflections parks had injected $121.5 million in economic benefit into the NSW visitor economy in the 12 months to January 31, and invested $18.5m in capital works programs in its parks in the same period, benefiting communities and tourists alike.
“We are different from other holiday parks and we want to do things that make a difference for the 2 million visitors we see each year. In turn, we encourage them to be gentle to their environment and to support local businesses when they are with us,” he said.
Reflections is opening its parks up to voluntourism, partnering with OzFish to run programs to restore local fish habitats, remove rubbish from waterways and educate the next generation on sustainability as it relates to fishing and our waterways.
ABOUT REFLECTIONS:
Reflections is a Crown Land Manager which reinvests profit into the 40 parks, camping grounds and unique properties it manages in New South Wales.
It also cares for 45 nature reserves in regional communities in coastal and regional NSW.
It is the largest holiday park group in NSW and the only one in Australia to be a certified social enterprise, and a firm believer that Life’s Better Outside.
To view a short video about the Reflections Holidays rebrand, click here.