NewsLifeMedia’s Diana Kay On Why Events Are Big Business For Vogue

NewsLifeMedia’s Diana Kay On Why Events Are Big Business For Vogue
SHARE
THIS



Under Diana Kay’s watch, NewsLifeMedia’s lifestyle division is flexing its experiential muscle, as events continue to be big business for brands such as Vogue. Here, she tells Magazine Networks about some of its most high-profile efforts in recent months.

Note: this article was contributed by Magazine Networks.

As the marketing director for NewsLifeMedia’s lifestyle brands, experiential marketing is a powerful tool for Diana Kay (pictured above).

Overseeing marketing efforts for Conde Nast titles Vogue, GQ and Vogue Living, along with Buro 24/7, Inside Out and Country Style, she says it’s a diverse group of titles, “dynamic, fast-paced and fabulous in their own right”.

Kay gets the opportunity to work on events that range from the entertaining to the inspiring.

One of the more intriguing experiences she has been involved with is Vogue Codes, a series of events designed to encourage women to pursue careers in engineering and technology.

“Coding is the hot new language. Instead of learning French, young girls are learning code,” Kay explains.

Calling on influential voices in the tech industry, Vogue Codes is looking to fill the gap and prepare young women for the estimated 25,000 jobs which are expected to emerge in the technology industry in the coming years.

Vogue Codes may seem like an unusual fit for the brand, but Kay says Vogue’s reputation has the power to create change.

“We’ve taken the strength, authority and integrity of the brand and turned that spotlight on a movement like women in technology,” she says.

Vogue Codes is just one of many events on Kay’s calendar. Others include Vogue Online Shopping night, GQ Online Shopping Night and Vogue Fashion’s Night Out.

The events form an overarching experiential retail growth strategy and are an important instrument to drive sales of the print products Kay is charged with marketing, as well as their digital extensions.

Kay is particularly proud of Vogue Fashion’s Night Out, which has won numerous awards since its launch in 2010. This year’s events unfolded earlier this month in partnership with American Express and produced impressive turnouts.

In 2016, more than 340,000 consumers flocked to the Sydney and Melbourne central shopping districts demonstrating the strength of the brand’s customer engagement. The 2016 events were responsible for $4 million in incremental retail economic impact.

Following the success of these live experiences, Kay expects to see further growth in this area in the next 12 months as she and her team look to expand their footprint beyond Sydney and Melbourne, dropping events into locations such as the Gold Coast and Adelaide.

Marketing magazines

Kay’s role, of course, extends beyond events, and she says there are never two days the same as she and her team oversee brand and digital marketing activities, from gauging organic content traction to paid investment on social platforms.

While magazine brands in the past may have called upon agencies to assist in their marketing efforts, today this often all falls to the publisher.

“Gone are the days of leaning on external advertising agencies to come up with our messaging. We are the heads behind our brand messaging,” she says.

With the focus having shifted to multiplatform brands, Kay says the word ‘magazine’ has been replaced by ‘brand’.

“We rarely just use the word. Our brand is our connection to our customers,” she explains

Sales, marketing and editorial come together

Success for NewsLifeMedia’s lifestyle division comes down to synergy and communication across departments, according to Kay.

“I feel very fortunate to work in a division where we are united in our approach. It definitely wasn’t the case in previous roles I’ve held in the media,” she says.

Kay’s colleagues inspire her daily and their success is thanks to the cohesive vision of editorial, sales and marketing and sponsorship departments.

She believes NewsLifeMedia’s rapid response to the digital revolution of magazines has given her a leg up as the industry continues to evolve.

Although the landscape is ever-changing, Kay is optimistic about the future, and sees experiential marketing and cross-department communication as key. These approaches have played a role in the success of the brands for which she plays guardian.

“We’ve created this incredible connection with our customers through the heritage of our brand and the platforms that we operate on,” she says. “The future of our business looks exceptional.”

Latest News

Masculinity Roasted In Clever New Ad
  • Advertising
  • Campaigns

Masculinity Roasted In Clever New Ad

Think masculinity means drinking a case without chundering? Well, rediscover it (& possibly yourself) with this top ad.

by B&T Magazine

B&T Magazine
WPP AUNZ Partners With Career Trackers Indigenous Internship Program
  • Advertising

WPP AUNZ Partners With Career Trackers Indigenous Internship Program

Advertising and marketing network WPP AUNZ has joined the Career Trackers Indigenous Internship Program as part of its commitment to a diverse workforce, and the creation of opportunities that inspire excellence. As part of the program, WPP AUNZ has welcomed its first three interns: Abi-Leigh Dillon (WPP AUNZ), Amy Mccutcheon (MediaCom) and Jacinta Evans (Ogilvy), […]

Taboo Goes On A Hiring Spree
  • Advertising

Taboo Goes On A Hiring Spree

Taboo has gone a hiring spree. And when it comes to sprees, that's far better than a shooting one or a farting one.

Luke Kelly Becomes A Partner At HBT
  • Advertising
  • Marketing
  • Technology

Luke Kelly Becomes A Partner At HBT

B&T's not sure what's with that twirly thing in the press photo, suffice to say a vortex to an alternate dimension?

Women In Media Profile: Alison Michalk
  • Media

Women In Media Profile: Alison Michalk

If B&T's Women in Media profiles were an animal they would be a gazelle or lioness, or even a lioness eating a gazelle.

by B&T Magazine

B&T Magazine
Grant Broadcasters Makes Several Changes To Senior Executive Team
  • Media

Grant Broadcasters Makes Several Changes To Senior Executive Team

Independent media company Grant Broadcasters has announced a number of changes to its executive ranks. Grant Cameron will move up to become non-executive chairman for the company, and Alison Cameron (pictured above) – currently the chief operating officer – will assume the CEO role. Dugald Cameron remains responsible for the family’s investment portfolio and is […]

Shopper Media Group Partners With Mist To Offer New Tech & AI-Driven Capabilities
  • Advertising
  • Media

Shopper Media Group Partners With Mist To Offer New Tech & AI-Driven Capabilities

Australian retail out-of-home (OOH) business Shopper Media Group (SMG) has announced a partnership with AI-powered wireless networks provider Mist. The partnership will see SMG offer new WiFi, analytics and location-based services across the company’s portfolio of Australian shopping centres. Mist currently provides WiFi and location services using virtual Bluetooth LE technology to businesses across all […]

Indy Agency This Is Flow Wins Cruiseco’s $5 Million Media Account
  • Advertising
  • Media

Indy Agency This Is Flow Wins Cruiseco’s $5 Million Media Account

Travel organisation Cruiseco has announced the appointment of Sydney independent agency This is Flow (TIF) to handle its $5 million media account. This is the first time Cruiseco has appointed an agency, having managed its communications internally. Cruiseco is the largest and broadest distributor of cruise products in the Southern Hemisphere. With a membership base […]

Women In Media Profile: Naomi Shepherd
  • Media

Women In Media Profile: Naomi Shepherd

Need a Monday morning pick-me-up? You could stand naked next to the office fridge or read these inspiring words.

by B&T Magazine

B&T Magazine
APN Outdoor Takes Off With Queenstown Airport Contract
  • Advertising
  • Media

APN Outdoor Takes Off With Queenstown Airport Contract

Out-of-home media business APN Outdoor has won the tender for New Zealand’s Queenstown Airport. As part of the new agreement, APN Outdoor has flagged extensive development plans for Queenstown Airport’s advertising assets. The new contract adds Queenstown Airport to APN Outdoor’s existing portfolio of Auckland and Christchurch Airports. The media company will hire a South […]

Havas Secures Exclusive ‘Fight Of Champions’ Broadcast Rights With Foxtel For Australia & NZ
  • Media

Havas Secures Exclusive ‘Fight Of Champions’ Broadcast Rights With Foxtel For Australia & NZ

Havas Sports & Entertainment ANZ, a division of the broader global full-service agency Havas, has confirmed an exclusive deal with Foxtel to showcase the World Boxing Association (WBA) Welterweight Championship across the trans-Tasman. Billed as the ‘Fight of Champions’, Manny Pacquiao and Lucas Matthysse will square off for the WBA Welterweight belt this Sunday. Havas […]

The Question On Everybody’s Lips At Cannes: How Did Tesco Win The Grand Prix Media Lion?
  • Media
  • Opinion

The Question On Everybody’s Lips At Cannes: How Did Tesco Win The Grand Prix Media Lion?

In this guest post, PHD’s Chloe Hooper (pictured below) analyses the campaign that claimed top honours in the Media category at Cannes this year. I sat in the auditorium as the Cannes Media Lion winners for 2018 were awarded. One thing became instantly clear to me: it is all about taking home Gold or the Grand Prix. […]

Opinion

by B&T Magazine

B&T Magazine
MINI Australia Showcases New ‘Connected’ Vehicles Via Vizeum & Posterscope
  • Advertising
  • Campaigns

MINI Australia Showcases New ‘Connected’ Vehicles Via Vizeum & Posterscope

An integrated campaign by Vizeum Melbourne for MINI Australia’s new ‘Connected’ vehicles will see digital out-of-home (DOOH) served via Posterscope’s Liveposter platform. Delivered centrally, the campaign will showcase the flexible qualities DOOH provides via multiple creatives targeted with specific data overlays such as location, traffic, time of day, and weather triggers such as rain. The […]

Women In Media Profile: Lisa Sheehan
  • Media

Women In Media Profile: Lisa Sheehan

The delightful Lisa Sheehan straps into B&T's "cage of truth" we actually prefer to call our Women in Media profiles.

by B&T Magazine

B&T Magazine
News Corp, Storyful & Fox Sports Join Forces To Support AIME Hoodie Day
  • Advertising
  • Campaigns
  • Marketing
  • Media

News Corp, Storyful & Fox Sports Join Forces To Support AIME Hoodie Day

News Corp Australia, Storyful and Fox Sports have joined forces in support of 2018 AIME Hoodie Day with a creative advertising, PR, social media and editorial campaign across print, digital, and broadcast media. Fox League presenter Hannah Hollis (pictured above) fronts the AIME Hoodie Day campaign, conceptualised, designed and created by News Corp’s trade marketing […]