Australia’s largest experience marketplace, Big Red Group, has appointed earned-first creative agency, We Are Different, to lead its PR nationally.
Different will 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.
Work will include support for RedBalloon’s Less Stuff, More Stories Christmas campaign in partnership with Tourism Australia, which looks to encourage domestic experiences and travel over product gifts this holiday season. Different will also launch an earned-first creative campaign for youth adventure brand Adrenaline in the coming weeks.
Says Matt Gudge, head of marketing at Big Red Group: “It was a year like no other, and it’s certainly going to be a Christmas like no other too. 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.”
Says Stuart Terry, founder and director at We Are Different: “Our work with The Big Red Group allows the team to flex its creative, travel and tech credentials in new and exciting ways. We know Aussies are hungry for something different this holiday season – 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. 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. In 2021, Different took out PR Asia Awards for Best Integrated Marketing, Best Brand PR Campaign and ANZ PR Campaign of the Year; and PRIA Awards for Best Consumer Campaign, Best Integrated Campaign, Best Influencer Campaign and National Campaign of the Year.
Different’s clients include Snapchat, HelloFresh, Bayer Australia, Edgewell Personal Care, GME, Vivo Mobile, The Australian Podcast Awards and CARS24.