We changed the name of The Telegraph loyalty scheme to 'Telegraph Rewards' and created a distinguishable brand identity to stand out against all of the other Telegraph brands, sectors and channels. We wanted our subscribers to instantly spot their message in a backdrop of editorial features, advertising, galleries and reviews. A map device was developed and added to show the variety, depth and widespread offers.
• Complete brand overhaul, including a name change.
• Branding and design work was brought in-house saving £108k in the first year.
• Customer research showed the majority of the 300k subscribers were happy with the new loyalty scheme and branding.
• Print was confirmed as the loyal subscribers first choice for communication when 97% returned a paper satisfaction questionnaire through the post.
