Australia’s largest experience marketplace, Big Red Group, has appointed earned-first creative agency, We Are Different, to lead its PR nationally.
Different will now manage creative campaigns, media relations and influencer activity for the group’s RedBalloon and Adrenaline brands, helping drive awareness and conversion across the busy Christmas shopping period and beyond.
Different will also support RedBalloon’s Less Stuff, More Stories Christmas campaign (main photo) in partnership with Tourism Australia, which encourages domestic experiences and travel gifts this holiday season, as well as launching an earned-first creative campaign for youth adventure brand, Adrenaline, in the coming weeks.
“It was a year like no other, and it’s certainly going to be a Christmas like no other too,” said Big Red Group head of marketing, Matt Gudge.
“Our work for both RedBalloon and Adrenaline looks to show Aussies the benefits of an amazing experience over more stuff this holiday season. We’re thrilled to be working with Different to help tell this story to the masses via earned media.”
We Are Different’s founder and director, Stuart Terry, said his agency’s work with Big Red Group has allowed them to flex their creative, travel and tech credentials in new and exciting ways.
“We know Aussies are hungry for something different this holiday season [and] RedBalloon and Adrenaline are the perfect solution in that they provide once-in-a-lifetime experiences that can be booked and redeemed with ease online,” he said.
“We’re excited by the partnership and opportunity to make a difference to each brand through the power of earned.”
Different’s partnership with Big Red Group caps off an incredible year of growth for the independent PR and content agency, which is now in its third year of business, having taken out several awards in 2021 including Mumbrella CommsCon Awards for Best Consumer PR Campaign and Best Content-Led PR and PR Agency of the Year.
