The Luxury Network International Magazine Issue 12

Members
Affairs
The Big Red Group and the Experience Economy:
Trading the Currency of Human Connection
The Big Red Group (BRG) operates
in the experiences industry,
and is parent company to
businesses RedBalloon (Australia
and New Zealand), Adrenaline,
Marketics (Albert AI), and Redii.
com. BRG delivers the framework,
platforms and services to each of
the separate businesses, which allows
us to invest capital in our people,
technology and growth. Each
business benefits directly from the
combined resources of the group,
and this management structure allows
them to focus on delivering
great experiences. It is our shared
sense of purpose that unites our
teams. Our businesses shift the
way people experience life.
Our world is changing, and where
people choose to spend their time,
money and energy is shifting. More
people are doing more experiences
than at any other time in history.
Experiences as a sector of the
economy is talked about in the media
and researched extensively, as
you will see throughout this document.
There is a natural progression to
everything; economies are no exception.
From Agrarian to Industrial,
Service to Experiential – the
global economy is changing. Focus
has shifted from delivering goods
and services, into the space of creating
and staging experiences that
elevate the customer experience
beyond a mere transaction, and
into the realm of true value exchange
between consumers and
business. Similarly, for business:
Cash bonuses and branded stress
balls simply don’t create a commu-
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