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In a groundbreaking move, TAG (The Appointment Group NZ), a travel and event management leader, has acquired Sound Travels, a top-tier New Zealand travel and entertainment agency. This strategic initiative marks TAG’s triumphant entry into the New Zealand market, significantly bolstering its global presence.

TAG’s ambitious expansion strategy is at the forefront of this acquisition. TAG extends its global service offerings and enriches its diverse client portfolio by integrating Sound Travels’ clientele, particularly in TV, film, and music travel. This union represents a harmonious blend of both companies’ strengths and visions, promising to elevate TAG’s already impressive global standing, which includes 19 offices across continents, including Australia, the US, the UK, South Africa, and Saudi Arabia.

Managing Director of TAG APAC, Shane Barr, asserts, “Our foray into New Zealand is a calculated step in reinforcing our global influence. This acquisition is a landmark in our journey, offering a unique opportunity to cement our position as a leader in the travel and events sector. With Sound Travels’ formidable clientele, supported by our expansive global network, we’re poised to redefine industry standards.”

Sound Travels, established in 2001, boasts an illustrious history, having orchestrated music tours for icons like Robbie Williams and Coldplay, and worked on acclaimed TV series and films, including ‘Z For Zacariah’ featuring Margot Robbie and the Emmy-nominated ‘Sweet Tooth.’ Their expansion into luxury travel, from African safaris to Maldives retreats, further underscores their versatility and excellence.

Paula Pram, Managing Director of Sound Travels, shares her enthusiasm: “This alliance is a testament to our two-decade legacy of delivering extraordinary experiences. Joining TAG not only fuels our growth but also sparks innovation, allowing us to uphold our commitment to world-class service. We’re excited to merge our expertise with TAG’s global prowess, setting new benchmarks in travel and event experiences.”

For the interim, Sound Travels will operate as an independent entity, “Powered by TAG.” This strategic approach ensures a seamless integration of both businesses, focusing on synergistic opportunities and continual improvement. The eventual transition of Sound Travels under TAG’s global events and entertainment divisions is planned to fortify their combined offerings, ensuring a smooth transition for employees and clients.

This acquisition is a bold statement by TAG, signalling a new chapter in the global travel and entertainment industry. It represents a significant shift in the market dynamics and reinforces TAG’s commitment to delivering exceptional experiences worldwide.