Vogue launches loyalty program to drive subscription

Mariam Cheik-Hussein
By Mariam Cheik-Hussein | 19 August 2019

Vogue Australia is launching a members benefit program exclusive to its subscribers.

Vogue VIP aims to enhance subscriber loyalty and drive brand engagement through exclusive events, special content and premium partnership offers.

The moves comes as News Corp Australia aggressively drives its subscription-model in response to declining advertising revenue.

"The members-only experience is a really exciting transformation of the business and I’m confident we will be successful because we are investing in the future of our brand, our content and importantly our customers,” Vogue Australia editor-in-chief Edwina McCann says.

“The brand new Vogue VIP website is now live and allows subscribers to redeem offers and experiences they consider valuable. It has been designed to align with the Vogue Australia website redesign launching later this year.”

Nicholas Gray, The Australian, NSW & Prestige Titles managing director, says subscriptions are key to its business strategy.

“Subscriptions are important to our business and improving the Vogue Australia customer experience and rewarding brand loyalists is imperative to building engagement, growing and retaining subscribers,” Gray says. 

“We have applied many of the lessons from the successful growth of The Australian's multi-platform subscription audience adding to the strategic vision for Vogue VIP.” 

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