Big Red Group taps Kaimera as media agency

Australia and New Zealand’s largest experience marketplace, Big Red Group, has appointed independent media agency Kaimera to its agency roster.

Motivated by Big Red Group’s mission to serve an experience every second by 2030, the appointment will support the digital transformation across two portfolio brands, RedBalloon and Adrenaline.

Following a competitive pitch process, Kaimera will be responsible for Adrenaline and RedBalloon’s media strategies, including media planning and buying across performance, social, digital and OOH channels.

The social and digital first approach will be key in supporting Big Red Group’s future growth. The upcoming Holiday Season provides a key opportunity to engage with different audiences on the multi-brand experience marketplace, underpinned by the ethos of valuing experiences over material goods.

Says Paul Connell, chief marketing officer, Big Red Group: “Big Red Group is undergoing a digital transformation across all corners of our business, with the goal of delivering a technology-first environment that supports the supplier and consumer experience, and matches the incredible experiences we offer.

“We’re focussed on growing Australia’s experience economy in a sustainable way, and through our partnership with Kaimera, an agile agency with a similar cultural and growth mindset, we’re determined to continue our brand growth journey and deliver on our purpose of shifting the way people experience life.”

Says Nick Behr, chief executive officer and founder, Kaimera: “Big Red Group is an impressive company with a wealth of iconic brands, and we are honoured to be working with them. A shared passion for innovation, sustainability, digital and data along with Kaimera’s strategic insight and approach to making media simple, will provide a winning combination for success.

“We not only look forward to working on their brands but also working with the talented BRG marketing team to deliver long lasting results.”