THE TELEGRAPH

Breathing new life into The Telegraph’s loyalty programme.

CHALLENGE

The Telegraph’s loyalty programme, offers exclusive discounts, competitions and events. Readers who regularly engage with it are more likely to renew their subscription, making it a key asset for a subscription-led business. Yet its outdated branding left many subscribers unaware — a great potential still untapped.

OPPORTUNITY

Increase awareness of the programme and simplify the layout to reduce production time for each ad. Drawing on the broader creative approach — giving the brand’s heritage a contemporary feel — we created an elegant design that could reflect the quality of the benefits and stand out amid editorial and branded content.

MY ROLE

Senior Designer responsible for the creative output across all subscription, loyalty and partnership initiatives. I redefined the visual and verbal language for each area while supporting and mentoring the marketing design team.

I really enjoyed working with Andrea and his team on rebranding Subscriber Rewards. The end result was loved by all stakeholders and contributed to a significant increase in traffic to the programme’s microsite.

Debbie Stevens
Head of Subscriber Rewards

IMPACT

The redesign was well received by stakeholders and subscribers alike. The initiative delivered a +57% YoY on unique website visitors, a +23% in monthly engagement, 500k actions taken by subscribers, and a 63% reduction in costs for the business.

2019–20

Team: Andrea Montanari (lead), Peter Exley (copy), Marcus Moody (design), James England (video).

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