TAG announces Red Hot acquisition

It’s the second acquisition for the travel company in New Zealand this year, as it seeks to bolster its global presence. Jo-Anne Hui-Miller reports.

TRAVEL and event management company TAG has just scored its second acquisition, Red Hot Travel & Events in New Zealand. The news follows TAG’s purchase of Sound Travels in New Zealand last month.

“Our ongoing commitment to New Zealand not only strengthens our global outreach but also solidifies our dedication to delivering exceptional services in the travel and events industry on a global scale,” said Shane Barr, Managing Director of TAG APAC.

“The acquisition of Red Hot Travel & Events is a pivotal moment for TAG, offering promising opportunities to bolster our global position.”

Red Hot Travel & Events Founder Adair Cameron echoed Barr’s enthusiasm and noted the exciting future for both businesses.

“Now, as the next phase of our journey, partnering with TAG opens new doors for growth and opportunities, allowing us to continue our legacy of delivering exceptional experiences for our clients from within the TAG family,” said Cameron, who was previously GM at Williment Travel.

“We look forward to contributing our expertise to the TAG family and are confident that this acquisition will provide new benefits to our clients and elevate our local service to unparalleled heights.”

Cameron launched Red Hot in 2019, a Wellington-based agency which provides premium end-to-end travel and event management services, specialising in corporate incentive travel.

For the time being, Red Hot will operate as a separate business unit, but it will eventually transition to the TAG brand as part of its global events division.

TAG now operates across six specialist divisions – touring, production, corporate, investment management, events and private travel. The business has a presence in 19 global locations, including Australia, the United States, the United Kingdom, South Africa and Saudi Arabia.

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