Naomi Simson’s Big Red Group brings US experiences brand IfOnly to Australia
The Big Red Group (BRG) has announced the launch of premium curated experiences brand IfOnly in Australia.
IfOnly is a partnership with the US site of the same name – founded in 2012 with the purpose of unlocking access to extraordinary experiences for social good, with every listing benefitting a cause.
Partnering with local and world-class ‘luminaries’ – be they experts in their field, celebrities or other noteworthy personalities, brands and charities – IfOnly offers experiences across entertainment, culinary, music and more, with up to 80 per cent of the funds going to an associated charity.
The brand launches locally with more than 20 charities set to benefit initially, including the Cancer Council, R U OK!, the Starlight Children’s Foundation, OzHarvest, and The Sony Foundation.
Some of the IfOnly experiences available to Aussies include The Who and Eddie Vedder, live at Wembley; a South African rhino conservation experience at Umganu Lodge with former cricketer international Kevin Pietersen; dinner on the pitch of the SCG with former Australian cricket captain Michael Clarke; The Kingdom Choir at Sydney Opera House; and an Ariana Grande ‘Sweetener’ tour experience.
BRG co-founder Naomi Simson (pictured above) said the launch of IfOnly is testament to the group’s purpose to shift the way people experience life, and is a response to the continued growth of the experience economy.
“Customers, more than ever, want to align themselves with brands that have a true social conscience and who are actively contributing to the community,” she said.
“Australians are known as charitable people, and the way we value activities and our time more than material possessions is unlike any other time in history.
“BRG is focused on offering a broad range of experiences, across different brands, that serve different purposes for our customers and clients. And being able to offer a fundraising channel for Australia’s not-for-profit sector adds greatly to our social commitment.
“IfOnly is all about making the impossible possible and answering a consumer desire for richer experiences that give to both the recipient and our communities via the strong philanthropic focus.”
Simson herself will be hosting a range of premium experiences, with the proceeds going to the Research Foundation of Cerebral Palsy Alliance of which she sits on the board.
Simson’s experiences will fund a valuable preventative public health campaign to educate about the link between Cytomegalovirus and children born with cerebral palsy.
IfOnly US chief executive John Boris said: “By combining the Australian experiences market leader with the leader of premium experiences in the US, we are able to bring our unique offering to new audiences and support more causes.
“Whether you want to have a bucket-list experience, such as playing soccer with Rinaldo or meeting the Rolling Stones, or you want an amazing local experience such as a cooking class with a lauded local chef, IfOnly has it all, and a portion of every experience we sell goes to support charity.
“We raise millions of dollars for charities in the US, and we can’t wait to do the same here in Australia through our partnership with BRG.”
The launch further powers the BRG’s multi-brand strategy of appealing to different audiences with different experience needs, and follows its acquisition of Adrenaline six months ago.
Email the Travel Weekly team at traveldesk@travelweekly.com.au
Big Red Group BRG charities charity experiences IfOnly naomi simson premium experiencesLatest News
Australia fails to make top 10 destination list for American travellers
Australia's top cities have failed to make the grade with American travellers this northern summer, with no local city in the top.
APT Launches 2025 Asia Adventures
APT has launched its Asia Adventures for 2025, including new luxury holidays in India, Sri Lanka and Japan. Five new tours lead guests to the highlights of India, including a seven-night cruise along the rarely travelled Lower Ganges aboard the Ganges Voyager. Further south, Sri Lanka’s greatest destinations are revealed on a new 15-day Land […]
ANZAC Battlefield travel on the 2025 bucketlist
As Anzac Day dawns, agents prepare for a surge in bookings for the 110th anniversary of the Anzac Cove landings.
Former Channel 9 Getaway host and founder of TRIBE Jules Lund to speak at Travel DAZE
From blond-tipped travel reporter to Travel DAZE speaker, Jules Lund cuts through the BS.
HX’s Roald Amundsen finds aliens in the Antarctic
Forget whales, HX's MS Roald Amundsen captures aliens in the Antarctic - and they're not pretty.
Mayhem in France as 70% of flights face cancellation
I mean it wouldn't be France if there wasn't at least one strike.
Etihad Airways launches double-decker service with world’s only in-air three-room suite
We imagine falling asleep in the three-room suite is superior to falling asleep on your neighbour's shoulder.
Norwegian Cruise Line launches 2024 Europe travel season
Europe certainly has a lot of ports. Its time for Australia to up its game.
“The power of travel for positive change” – Intrepid’s Jenny Gray hails controversial all-women Saudi Arabia trip
There is an awful lot to love about this tour from Intrepid. Where do we sign up?
Princess names the Sun, unveils Sanctuary Collection + Star Princess to Alaska in ’26
A huge bottle of Veuve was smashed into the side of the ship to make things official. So no, we couldn't snag a glass.
Collette special offers across peak northern summer season
If you are craving a trip to Europe then grab this deal with both of your grubby hands.
Air India and All Nippon codeshare between the two countries
Here at TW we agreed that the photo would have worked better if they had swapped planes.
A&K offers minimum 18 weeks paid parental leave
Contrary to what the photo suggests this benefit is only applicable for humans. Back to work Mrs Jumbo.
NH Hotel Group rebrands as Minor Hotels Europe & Americas
Hang around the bends of the hotels. We imagine they will be full of a lot of branded content.
Scenic Eclipse II – the business of creating unforgettable life-changing memories
These cruise brothers from another mother offer a view of cruising on Scenic Eclipse II that is poles apart.
MSC builds new hospital ship with Mercy Ships
If you want to read a story that puts a smile on your face then this is the one for you.
“I peed on myself watching this” – Social media users squirm at Royal Caribbean’s Harmony of The Seas 55ft dive video
TW is not responsible for any involuntary actions your body might have after watching this video.
FLIGHT REVIEW: Qantas Boeing 787 Dreamliner business class
The real bonus is you're unlikely to be around screaming children. Hoorah!
Traveltek offers travel agents new rapid deploy cruise website
As always, if you have any issue with the platform, just turn it off and on again.
Experience whale watching & classical music at the Australian Festival of Chamber Music in Townsville
Disappointedly, the whales do not start singing in tune with the orchestra. Opportunity missed.
Fond, very Fond. London hotel famed for James Bond link adds ‘Classic Comforts’ lunch menu
James Bond author Ian Fleming was so fond if this hotel, it inspired the legendary phrase ‘shaken, not stirred’.
What sets Eclipse Travel apart with Africa expert Hilary Dubyk: Travel Weekly TV
If you want to know more about Africa, then Hilary Dubyk is your person.
Surge in Australians visiting Japan
Feel like all of your friends have just returned from Europe? Now it's Japan.
Seabourn announces Western Kimberley Traditional Owners as Godparents of Seabourn Pursuit
Seabourn has named Western Kimberley Traditional Owners, the Wunambal Gaambera, as Godparents of the ultra-luxury purpose-built Seabourn Pursuit. It is the first cruise line to appoint Traditional Owners as godparents of a ship. Seabourn Pursuit embarks on its inaugural season in the Kimberley region this June. The naming ceremony will take place on Seabourn Pursuit’s […]
Sydney named 17th best place to work remotely
If you struggle to get a seat within Sydney's coffee shops, you now know why.
W Melbourne grows sales team
We appreciate the thought that has gone into this team photo.
Cunard welcomes new ship Queen Anne
This might be the most impressive ship handover in ship handover history.
Intrepid Travel appoints Yvette Thompson as general manager sales & marketing ANZ
It isn't end-of-day Monday and Yvette Thompson has already nabbed herself an impressive promotion.
Anna Fawcett re-joins Global Touring in newly-created APAC role
With such an impressive CV, Global Touring is no doubt thrilled to have Fawcett back.
“We know our response has been far from perfect” – Emirates’ open letter following Dubai flooding
If you also need to write an apology letter, then this is a pretty good template.
Malolo Island Resort opens brand new Spa
Fiji’s Malolo Island has added another string to its bow – opening its $1.3 million day spa on Thursday, 18th April 2024. (Lead Image: matriarch Rosie Whitton with spa staff) Located at the edge of the resort’s luscious patch of tropical rainforest, the new “Leilani’s Spa” adds another level of elevated experiences to Malolo’s already […]
Virgin Australia’s HILARIOUS second instalment of the ‘Bring on Wonderful’ campaign
We don't use the word 'hilarious' lightly, but this is worthy of the title.
Visit Sunshine Coast reveals new brand identity
If you were looking for another reason to visit the Sunshine Coast then this is it.
Sofitel launches brand campaign starring Sex Education’s Gillian Anderson
We can confirm the content of this video is less spicy than Sex Education.
Holland America Line gives agents the chance to visit Alaska on 11-day Famil
If you've ever wanted to see a Polar Bear (and who doesn't?), now is your time.
More than 65 luxury agents gather in Sydney for Best of the Best dinner
This looks like a fabulous do. We imagine there may be a few (or maybe 65) sore heads this morning!