The global travel company expands its footprint across the globe with strategic move

Auckland, 16th January – TAG (The Appointment Group NZ), an award-winning travel and event management company, has successfully acquired prominent New Zealand travel and entertainment specialist, Sound Travels. This marks TAG’s entrance into the New Zealand market.

This initiative aligns with TAG’s strategic plan to expand its global services and enhance its client portfolio. TAG will methodically integrate the current clientele of Sound Travels, with a particular focus on travel and entertainment (TV, film and music) travel. This collaboration emphasises a notable synergy, further elevating TAG’s already successful business, which boasts 19 offices globally including in Australia, US, UK, South Africa and Saudi Arabia.

Shane Barr, Managing Director of TAG APAC, emphasised, “Our deliberate expansion into New Zealand not only fortifies our worldwide footprint but also reaffirms our dedication to providing unparalleled services in the travel and events industry. This acquisition marks a noteworthy milestone in TAG’s trajectory, and we eagerly anticipate the prospect it presents to enhance and solidify our global leadership in the market. Sound Travels already boasts an impressive clientele and this acquisition will provide them support across TAG’s 19 global offices.”

The acquisition is a significant milestone for Sound Travels, which opened for business in 2001 and has worked on countless music tours, including Robbie Williams and Coldplay, TV series, feature films such as ‘Z For Zacariah’ with Margot Robbie and the Emmy-nominated ‘Sweet Tooth,’ as well as an expansion into luxury holiday travel, encompassing everything from African safaris to expedition cruising or luxurious getaways to the Maldives.

Paula Pram, Managing Director, Sound Travels said, “This strategic acquisition represents a significant milestone for us, built on over two decades of delivering unparalleled experiences in music tours, TV series, films, and commercials. Joining forces with TAG opens up exciting opportunities for growth and innovation, allowing us to continue our journey of creating world-class service to our clients. We look forward to harmonising our expertise with TAG’s global presence and diverse capabilities to elevate the standards of travel and event experiences worldwide.”

Initially, Sound Travels will continue to be run as a separate business unit, “Powered by TAG.” This will enable both businesses to identify synergies and focus on areas of improvement for both brands. Once greater rapport is established between the teams, Sound Travels will be transitioned under the TAG global events and entertainment divisions. Implementing a phased approach guarantees a smooth transition for both the employees and clients of Sound Travels into the TAG family.

Picured left to right: Paula Pram from Sound Travels, Shane Barr from TAG and Adair Cameron from RHTE.

About TAG
Established in 1988, TAG (formerly known as The Appointment Group) has become one of the world’s leading travel and event management companies. Since day one, they have established themselves as a high-end, service-driven company, committed to meeting the needs of a diverse marketplace. TAG operates from 18 global offices across six specialist divisions—touring, production, corporate, investment management, events, and private travel.

Media Contact: Louise Cargo
Marketing Consultant
+61 420 522 366