News Prestige Network’s Vogue Australia today announced the launch of Vogue VIP, a membership benefits program exclusive to subscribers.
Vogue VIP has been designed to recognise and enhance the loyalty and status of subscribers and drive brand engagement through exclusive experiences and events, special content and premium partnership offers only Vogue Australia can deliver.
Vogue Australia editor-in-chief Edwina McCann said: “As we celebrate Vogue Australia’s 60th birthday this year we wanted to show our appreciation to our most dedicated readers. Vogue VIP is a personalised membership loyalty program rewarding subscribers and offering rarefied access into the world of Vogue, it’s also our biggest ever consumer facing launch.
“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.
“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.
“We’re thrilled to be launching the Vogue VIP program and taking our most valued readers along for the ride, and there’s a lot more to come.”
The Australian, NSW & Prestige Titles managing director Nicholas Gray said: “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.
“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.”
Vogue Australia marketing director Diana Kay said: “Vogue VIP was created to deliver a direct-to-customer, personalised membership experience. It’s a strong value proposition for our partners and streamlines the distribution of our products to ensure a frictionless customer journey from engagement and acquisition to retention and transaction.
“As a category first loyalty program we did extensive research to tightly map our consumer needs and wants. Through this process it became very clear that readers value more access to the brand and that a rewards program would positively impact their consideration to subscribe. It also gave us our name with half of those surveyed saying they preferred Vogue VIP.”
Through Vogue VIP, subscribers will receive:
– Vogue Australia subscription with free delivery and complimentary digital edition access.
– The opportunity to join Vogue Australia as a VIP guest at national events, from pre-sale ticket access, exclusive parties and shopping nights. As well as connect with Vogue editors, business mentors and fashion industry names to feel like a true insider.
– Indulge in the latest must-haves more often with exclusive offers, discounts and competitions from Vogue Australia’s luxury partners.
– Insider contact into the world of Vogue with exclusive behind the scenes access and content. Stay across the latest trends and opportunities to network within the Vogue community.
At launch, Vogue VIP subscribers will be able to enjoy exclusive access to the Vogue VIP Members Lounge at Vogue American Express Fashion’s Night Out in Melbourne on Thursday 29 August and in Sydney on Thursday 5 September. While enjoying complimentary food, drinks and live music and performances, guests will meet Vogue editors, celebrities and influencers and receive a The Daily Edited tote bag filled with gifts and retailer offers to shop like a VIP.
Insider content includes, a behind the scenes with Margot Robbie and her mother Sarie Kessler; and Isobelle Dashwood a member of the corps de ballet in The Australian Ballet rehearsing for the Australian premiere of Stanton Welch’s production Sylvia. Plus, enjoy 20% off tickets for the Sylvia performance.
Vogue Australia subscribers can gain access to all that Vogue VIP offers through the new membership site voguevip.com.au.
The launch of Vogue VIP will be supported by an extensive marketing campaign across News Corp Australia’s print and digital network.
Vogue Australia is the most read fashion media brand in the country with an audience of 792,000* across print and digital, and a social footprint of 2.6 million.
Source: emmaTM conducted by Ipsos, 12 months ending May 2019, Fused Nielsen Digital Panel calibrated to Digital Content Ratings, May 2019. All ppl 14+