Lime&Tonic has joined RedBalloon, Adrenaline and IfOnly as the latest experience marketplace brand under the Big Red Group (BRG).
The purchase of events and experiences brand Lime&Tonic follows the launch of IfOnly in June this year, and the group’s acquisition of Adrenaline in November 2018.
BRG serves an experience every 49 seconds in Australia and has the vision to serve an experience every second by 2025. This latest acquisition is another step towards achieving that goal.
Co-founder Naomi Simson said: “Gourmet dining and pamper experiences is what Lime&Tonic is known for, and we know from our other brands that these are two of the fastest-growing segments in the experience economy.”
“The Lime&Tonic brand will allow the group to serve customers a broader range of experiences, curated on behalf of our customers.
“Every aspect of Australian retail is facing increased competition from global players, and this is no different for experiences. To compete in the experience economy Australian brands must be of a size that allows capital investment for growth, and working together is one way to achieve this.
“It is also becoming increasingly difficult for smaller businesses to navigate digital channels as large global players have deeper pockets to invest in technology, machine learning and big data. Key digital channels such as Facebook and Google have become increasingly expensive and it is proving challenging for even the best marketers to keep up with shifting algorithms, rules and customer expectations.
“What I do know is that customers seek out experts and curation when it comes to experiences – and Lime&Tonic adds a wonderful dimension to complement the range of experiences we offer today.
“BRG has invested greatly in leading-edge technology, and data insights which are elevated further by our use of marketing AI technology to ensure customers are served the right experience in the right place at the right time.”
BRG Group CEO and co-founder, David Anderson, said BRG is rolling out a multi-brand strategy that will enable a central supply group to serve different customer needs via different experience brands.
“We are thrilled to welcome Lime&Tonic and its customers to BRG. The catalogue of unique gourmet experiences and bespoke events is an ideal fit for our other brands and will serve our customers more of what they want,” Anderson said.
“We have a big vision for the next five years, both domestically and globally, and we’re excited to support Australian businesses along the way.”
Lime&Tonic will sit alongside experience marketplace brands RedBalloon, Adrenaline and IfOnly, as well as the BRG enterprise offering REDii and Marketics, the exclusive distributor of Albert AI marketing technology in Australia and New Zealand.
Verizon Media’s talent program has come to an end for the third year, closing with a hybrid pitch-off event for Musicians Making A Difference (MMAD). The Verizon Media Academy class of 2021, made up of 44 emerging leaders from across Australia and New Zealand media, advertising and marketing industry, were given just one hour to […]
Social purpose organisation UnLtd’s Big Games competition has raised a combined $85,000 for children and young people at risk. Running over five weeks, the competition involved 32 teams from across the advertising, marketing and media industries battling it out virtually for a chance to qualify for the Rocket League final. The tournament culminated in a […]
Stan has announced that the Stan Original Film Transfusion commenced filming in Sydney earlier this week and will premiere on Stan in 2022. Transfusion is a taut, muscular thriller starring Sam Worthington (Avatar) as Ryan Logan, a former Special Forces operative, who is battling to cope with life after the loss of his wife and is thrust […]
According to a decade of data collected by iStock, Australian brands turned to imagery depicting outdated gender stereotypes during the pandemic. Tracking the keyword ‘women’, iStock by Getty Images found that in 2020, ANZ brands and businesses reverted to gender stereotypes. Images of mothers home-schooling were used at almost twice the rate of images of […]
Schwartz Media is congratulating Maddison Connaughton on her three years as editor of The Saturday Paper. Connaughton has decided to finish up her editorship this month. “It’s been an honour to edit the paper,” Connaughton said. “The Saturday Paper is one of the brightest voices in Australian media and I have been happy to see […]
Research from EdBbirdie using Spotify data has identified the most popular songs to study to. After analysing thousands of studying and homework playlists on Spotify, American singer Olivia Rodrigo’s ‘drivers license’ came out as top song to study to. It featured on 48 study playlists, while other top songs included ‘Ophelia’ by The Lumineers, ‘Falling’ […]
Dayna Stewart is the Business Director – Digital Marketing, Media & Creative Services at The Nudge Group. Here, she discusses the challenges that come with building a successful marketing team when working remotely. Before COVID-19 changed the way businesses work, most marketing teams spent their days together in a meeting room collaborating on the next […]
The line-up for the 2021 iHeartRadio Music Festival has been announced as the legendary event returns live in Las Vegas in September. This year, the epic two-day lineup for the iHeartRadio Music Festival main stage will feature performances by Billie Eilish, Cheap Trick, Coldplay, Dua Lipa, Florida Georgia Line, Journey, Khalid, Lil Baby, Maroon 5, Nelly, […]
Shop! ANZ is calling on shopper and retail marketing professionals from all retail related disciplines to participate in the first ANZ Shopper and Retail Marketing Industry Survey in four years. This important research provides a guide of where the retail marketing industry in Australia and New Zealand has come from and what is anticipated to […]