The Big Red Group (BRG) has today launched the premium curated experiences brand, IfOnly, in Australia.
IfOnly offers extraordinary 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 Cancer Council, R U OK?, Starlight Children’s Foundation, OzHarvest and The Sony Foundation.
BRG co-founder Naomi Simson says the launch of IfOnly 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,” Simson said.
“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 of Governors.
Once-in-a-lifetime IfOnly experiences available to Australians from today, include seeing The Who and Eddie Vedder live at Wembley; the Kevin Pietersen South African Rhino Conservation Experience at Umganu Lodge; dinner at the SCG with Michael Clarke; The Kingdom Choir at Sydney Opera House; and the Ariana Grande ‘Sweetener’ Tour Experience.
“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,” said IfOnly US CEO John Boris.
“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.”