This month the paper is launching a loyalty club for subscribers to The Sunday Times Travel Magazine. Members will be handed a loyalty card that can then be used to obtain rewards with 10 brand partners. The partnerships were created by Cocktail Marketing.
Brands to be involved in the scheme include Waterstone's, Jessops, Avis, Champneys and Mr and Mrs Smith. In return the brands will receive exposure both in the magazine and online.
The launch of the offer follows that of Culture+, a similar scheme based around its Culture supplement, which was introduced last month. Offers include a half-price Sky TV subscription for 18 months and half-price membership to Picturehouse Cinemas.
Speaking to P&I, Sunday Times sales and marketing director Katie Vanneck said the launch of the schemes was part of a strategy to balance the focus between customer acquisition and retention.
Vanneck said that before she took up the post last year, around 80 per cent of the marketing budget was spent on acquisition. "My view is we should be spending a better blend of that, anything from 50/50 to 80/20 the other way.
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