The Sun is looking to develop online products and services around the brand as part of long-term plans to develop its Sun Perks loyalty scheme.
The News International-owned tabloid relaunched Sun Perks last weekend to focus on a 10-week Christmas loyalty programme, with a campaign running across TV, online, radio and press, fronted by a turkey character, Perky.Those signed up for the Christmas loyalty scheme can redeem both products and retail discounts for points collected in The Sun newspaper.
According to Rob Painter, marketing director for The Sun, the long-term aim is to build The Sun’s own products and services into a loyalty programme, rather than just trading media value or vouchers with commercial partners.
The Christmas phase features 170 products, from toys and games to dvds, as well as retail vouchers and turkeys.
“Friends” of News International are also being approached by the publisher’s commercial team, discussing partnership in the loyalty programme as a possible extension of commercial “solutions”.
“If and when it rolls out to the next phase, we want to be using more of our own services and products,” said Painter. “For example, customers might get rewarded with money in their bingo account or extra points for [fantasy football] Dream Team. We could also link to Sun promotions: things like priority booking for a holiday, or a 10% discount off a Sun holiday.”
He added that two to three other such Sun products were in development.
“It’s about expanding the footprint of The Sun brand, looking at products and services you can offer digitally, and if you can provide a currency that runs all across these systems,” he said.
http://www.nma.co.uk/3030157.article?cmpid=NMAE01&cmptype=newsletter&email=true
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