Discovery Parks has partnered with Disturbed Media Group to launch Australia’s first Hypergram activation at Chadstone Shopping Centre, bringing its much-loved mascot Bruce, the Bark Manager to life as a floating 8K hologram in a retail-first experience designed to test the future of measurable customer experience.

Running from 19 to 23 May 2026, the activation marks the Australian debut of Hypergram technology – a screenless holographic experience that renders animated characters and objects in ultra-high definition 8K without glasses, apps, projection surfaces or visible screens. 

At the centre of the experience is Bruce the Bark Manager, appearing as a hyper-real hologram interacting with shoppers and spinning a playful “Do it All” wheel showcasing the breath of Discovery Parks experiences across Australia – from waterslide family fun and road trip escapes to coastal breaks and regional adventures. 

The activation comes at a moment when the advertising industry is reckoning with a simple problem: consumers are spending more time than ever with media - roughly 13 hours a day - but their attention has never been harder to earn according to the most recent McKinsey research.

G'day Group’s Chief of Digital Businesses and Group Marketing, Lahnee White said the activation was designed to do something increasingly difficult in modern retail environments: genuinely stop people in their tracks. 

“We made a deliberate decision to do something people in Australia haven’t seen before, especially for a travel brand”, Lahnee said.

“Retail environments are incredibly busy, and consumers are exposed to advertising constantly. We wanted to create something surprising, playful and impossible to ignore – an experience people would actually stop for, engage with and remember.”

“Bruce is such an expressive and recognisable part of our brand, and this technology gave us the opportunity to bring him to life in a way that feels immersive, entertaining and genuinely joyful.”

The activation also signals a broader shift in experimental marketing towards measurable engagement, with Hypergram’s AI-driven platform capable of tracking metrics including dwell time, interaction rates and audience engagement throughout the campaign.

Disturbed Media Group’s Hypergram technology has already attracted attention internationally across the US, Europe and UAE, with Discovery Parks becoming one of the first Australian brands to trial the technology locally. 

About the activation

Bruce appears as a floating, screenless 8K hologram - no glasses, no app required - powered by Hypergram technology from Disturbed Media Group. Shoppers watch Bruce spin the 'Do It All' wheel, showcasing the breadth of Discovery Parks: splash park fun, cosy cabins, and everything in between. The experience is a snapshot of what the brand stands for - every kind of Australian holiday, all under one roof.

G’day Group Press Office

Members of the media are invited to contact us by email at communications@discoveryparks.com.au.

About G’day Group

Founded in 2004 with three caravan parks in WA, G’day Group is now Australia’s leader in regional accommodation experiences with more than 340 properties across the country.

G’day Group operates more than 90 holiday parks and resorts under the Discovery Parks and Resorts brand, with properties in iconic regional destinations, including Kings Canyon, Rottnest Island and the world famous El Questro. The Group is also home to G’day Parks, a network of 240+ independently owned, licensed parks and the G’day Rewards loyalty program, which has 260,000 paid members.

Beyond holiday parks and resorts, the Group owns Wikicamps, Australia’s largest regional travel community and the #1 paid app in the AppStore with more than 300k monthly active users, as well as Bookeasy, a specialist provider of booking management systems and technology solutions to leading destination management authorities in Australia and New Zealand (operating as BookIt).

G’day Group has property assets valued at $2 billion and is on track to become a $2.5 billion business by 2026. The company is majority owned by Australian Retirement Trust and founder and CEO Grant Wilckens is a Board Director of the South Australian Tourism Commission and former Chair of the Caravan Industry Association of Australia.