The challenge:

Reward loyal Telegraph subscribers with exclusive salon and spa discounts.

Our inspiration:

Free advertising in the Daily and Sunday Telegraph proved an irresistible offer for more than 1,200 upmarket beauty salons and spas who are taking part in the Telegraph Subscriber Beauty club. Telegraph subscribers are rewarded with enviable savings on beauty and health treats, and the offer provided an additional incentive to valuable new subscribers who bring a guaranteed 12-months revenue to the newspapers.

Our expertise:

We arranged the partnerships both with well-known names including Trevor Sorbie, Vidal Sassoon, Champneys, Handpicked Hotels and von Essen spas, and select trusted independents that fitted the profile of the Telegraph reader. Each salon provided regular discounts over a 12-month period of at least 15% on all kinds of treatments, introducing a new upmarket clientele into their premises.

The incentive was supported by newspaper advertisements and advertorial, email marketing, the exclusive subscribers’ website and a bespoke online portal, providing full listings and a postcode checker so members could easily find their local salons. Offers were made available nationwide, but we were tasked with finding additional suppliers in areas where there was a larger number of subscribers.

Results:

With more than half a million in total, the Daily and Sunday Telegraph have a larger number of subscribers than any other quality national newspaper. The 10,000 website hits (and still counting) that we achieved in the first few weeks shows how additional promotional incentives such as The Telegraph Subscriber Beauty Club ensure that subscription remains an attractive premium option for readers.