Vogue Australia launches VIP customer loyalty program

Members program is being described as a category-first and promises loyal customers access to discounts, insider content, exclusive member events and more

Vogue Australia has taken the wrappers off what it’s claiming is a category-first loyalty program providing members with a host of personalised discounts, exclusive offers and access.

The News Prestige Network publication’s new Vogue VIP program is exclusive to subscribers and coincides with Vogue’s 60th birthday this year in Australia. A key program element is the opportunity to join Vogue as a VIP guest at national events, gaining access to pre-sales tickets, parties and shopping nights. Members also have the ability to network with the Vogue community, editors, business mentors and fashion industry notables. 

There are also exclusive offers, discounts and competitions being offered, along with insider content, free delivery and complimentary digital edition access. For instance, members will be able to get 20 per cent off tickets to the Australian Ballet’s Sylvia performance.

The first VIP offering will be exclusive access to a Vogue VIP Members Lounge at Vogue’s American Express Fashion Night Out in Melbourne on 29 August and Sydney on 5 September including goodies bag. First insider content, meanwhile, includes a behind-the-scenes look at Sylvia with ballet member, Isobelle Dashwood, along with an interview with Australia actor, Margot Robbie, and her mother, Sarie Kessler.

Vogue VIP is a personalised membership loyalty program rewarding subscribers and offering rarefied access into the world of Vogue. It’s also out biggest ever consumer-facing launch,” said Vogue Australia editor-in-chief, Edwina McCann.

“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, content and importantly, our customers.”

Vogue marketing director, Diana Kay, said the launch of the category-first customer loyalty program is being supported by a wide-scale marketing campaign and comes off the back of extensive research to map customer needs and wants.  

Vogue VIP was created to deliver a direct-to-customer, personalised membership experience,” she said. “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.”

It was during the mapping process that Vogue identified readers value more access to the brand and a rewards program that would positively contribute to subscribing, Kay explained.

“It also gave us our name, with half of those surveyed saying they preferred Vogue VIP,” she added.

The program also comes off the back of News’ success building a multi-channel paid subscriber base at The Australian, its NSW and prestige titles MD, Nicholas Gray, said, taking several cues from that program.

“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,” he commented.

To support the launch, Vogue has launched a dedicated VIP website, allowing subscribers to redeem offers and experiences. This will be complemented by the wider website’s redesign later this year.

Vogue Australia claims to have a combined digital and print audience of 792,000, and social footprint of 2.6 million.

Follow CMO on Twitter: @CMOAustralia, take part in the CMO conversation on LinkedIn: CMO ANZ, follow our regular updates via CMO Australia's Linkedin company page, or join us on Facebook: https://www.facebook.com/CMOAustralia.  

Join the newsletter!

Or

Sign up to gain exclusive access to email subscriptions, event invitations, competitions, giveaways, and much more.

Membership is free, and your security and privacy remain protected. View our privacy policy before signing up.

Error: Please check your email address.
Show Comments

Latest Videos

More Videos

More Brand Posts

What are Chris Riddell's qualifications to talk about technology? What are the awards that Chris Riddell has won? I cannot seem to find ...

Tareq

Digital disruption isn’t disruption anymore: Why it’s time to refocus your business

Read more

Enterprisetalk

Mark

CMO's top 10 martech stories for the week - 9 June

Read more

Great e-commerce article!

Vadim Frost

CMO’s State of CX Leadership 2022 report finds the CX striving to align to business outcomes

Read more

Are you searching something related to Lottery and Lottery App then Agnito Technologies can be a help for you Agnito comes out as a true ...

jackson13

The Lottery Office CEO details journey into next-gen cross-channel campaign orchestration

Read more

Thorough testing and quality assurance are required for a bug-free Lottery Platform. I'm looking forward to dependability.

Ella Hall

The Lottery Office CEO details journey into next-gen cross-channel campaign orchestration

Read more

Blog Posts

Marketing prowess versus the enigma of the metaverse

Flash back to the classic film, Willy Wonka and the Chocolate Factory. Television-obsessed Mike insists on becoming the first person to be ‘sent by Wonkavision’, dematerialising on one end, pixel by pixel, and materialising in another space. His cinematic dreams are realised thanks to rash decisions as he is shrunken down to fit the digital universe, followed by a trip to the taffy puller to return to normal size.

Liz Miller

VP, Constellation Research

Why Excellent Leadership Begins with Vertical Growth

Why is it there is no shortage of leadership development materials, yet outstanding leadership is so rare? Despite having access to so many leadership principles, tools, systems and processes, why is it so hard to develop and improve as a leader?

Michael Bunting

Author, leadership expert

More than money talks in sports sponsorship

As a nation united by sport, brands are beginning to learn money alone won’t talk without aligned values and action. If recent events with major leagues and their players have shown us anything, it’s the next generation of athletes are standing by what they believe in – and they won’t let their values be superseded by money.

Simone Waugh

Managing Director, Publicis Queensland

Sign in