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.”

Please login with linkedin to comment

Latest News

Western Australia Gets Its First Influencer Marketing Agency
  • Marketing

Western Australia Gets Its First Influencer Marketing Agency

Western Australia’s first dedicated social influencer marketing agency will launch next week to service the state’s new and rapidly growing digital industry. The Influencer Agency – TIA – brings strategy, accountability and measurement to influencer marketing for WA brands using WA influencers. TIA will also assist influencers wanting to grow their brand by developing new […]

One-on-one With Marie Claire Editor Nicky Briger
  • Media

One-on-one With Marie Claire Editor Nicky Briger

Following the launch of the revamped marieclaire.com.au, editor Nicky Briger spoke to Magazine Networks about all it can offer readers. In September, Pacific Magazines unveiled an all-new digital experience for Marie Claire. Led by design thinking, the new look marieclaire.com.au was crafted to provide a better reader experience across all devices. It’s a testament to […]

Women’s Health Unveils Its New Premium Digital Experience
  • Media

Women’s Health Unveils Its New Premium Digital Experience

Pac Mags’ Women’s Health has unveiled an all-new premium digital experience. With a faster, cleaner, more intuitive and visually consistent brand experience across all devices, the new look is designed to optimise the user’s journey with less clutter, discoverable content and seamless integration for commercial partners. Will Everitt, head of product and technology said: “The digital evolution of […]

Digital Agency Inlight Secures Two Key Client Wins
  • Marketing
  • Technology

Digital Agency Inlight Secures Two Key Client Wins

Independent agency Inlight has announced it has won the digital account for Benetas, a not-for-profit aged care provider in Victoria. Following a competitive pitch process, Inlight was chosen to handle Benetas’ new website design, build and ongoing optimisation. Richard Barker, marketing manager at Benetas, said: “We wanted an agency that could be our true digital […]

AMI Awards 2017 Winners Revealed!
  • Marketing

AMI Awards 2017 Winners Revealed!

With almost 30 awards handed out, B&T predicts plenty of numb bottoms at last night's AMI Awards in Melbourne.

Clems Sydney CEO Andy Pontin Quits
  • Advertising

Clems Sydney CEO Andy Pontin Quits

Sure, B&T flashed the news of Andy Pontin quitting this morning. White lies aside, he's actually still got six months.

by B&T Magazine

B&T Magazine
Adobe MAXes Most Creatives In A Room Record
  • Advertising
  • Media

Adobe MAXes Most Creatives In A Room Record

B&T's journo is reporting live from the annual Adobe Summit in Vegas. Although, "reporting" is somewhat of a stretch.

Opinion

by David Hovenden

David Hovenden
Digital Women’s Network & The Australian College Of Marketing Unveil Latest Short Courses
  • Marketing

Digital Women’s Network & The Australian College Of Marketing Unveil Latest Short Courses

The Australian College of Marketing is collaborating with the Digital Women’s Network to bring new short courses aimed to provide the latest skills across all aspects of the Digital landscape, kicking off in Melbourne and Sydney in 2018. Course content will focus around various topics related to the digital marketing landscape. All courses will run […]

Man working at office desk, looking at computer and scratching head
  • Technology

Where Are Digital & Tech Skills & Salaries Headed?

The rapid pace of technological change in the digital sector is seeing demand for those with the right skill sets outstrip availability, both locally and globally. The individuals who have kept their skills up to date are being well-rewarded financially. Now, Digital + Technology Collective’s expanded annual Skills and Salary Survey will put some numbers and context […]

Disney & ESPN Unify Sales & Partnerships Teams
  • Advertising
  • Marketing
  • Media

Disney & ESPN Unify Sales & Partnerships Teams

Disney and ESPN have formed an even closer bond, announcing a new alignment of the two properties through their media sales and partnerships teams. Instead of entering through three doors, Disney ESPN Media Sales & Partnerships will give media buyers and marketers a refined, singular point of entry for Disney, ESPN Digital and Maker. Nik […]

by B&T Magazine

B&T Magazine
Sydney Start-up Muzaara Partners With Commission Factory To Turbocharge Digital Ad Spends
  • Advertising
  • Marketing

Sydney Start-up Muzaara Partners With Commission Factory To Turbocharge Digital Ad Spends

Sydney-based adtech start-up Muzaara has announced a new strategic partnership with performance marketing platform Commission Factory. Together, Muzaara and Commision Factory are providing SMEs with a secret weapon to skyrocket their online brand visibility and effectively manage and maximise their online advertising campaigns. This partnership will allow both online marketing companies and their impressive roster […]

Kellogg’s Creates AR Halloween Trick Or Treat Experience Via Shazam & Orchard
  • Campaigns
  • Marketing
  • Technology

Kellogg’s Creates AR Halloween Trick Or Treat Experience Via Shazam & Orchard

Breakfast cereal manufacturer Kellogg’s has joined forces with Shazam and digital agency Orchard to deliver a first-of-its-kind augmented reality (AR) Halloween Trick or Treat experience for families. The campaign, which leverages Shazam’s visual recognition platform and recently-launched AR platform, sees Kellogg’s pilot the replacement of physical gifts in cereal packs with a digital experience that […]

Kraft Heinz Appoints Cummins&Partners As New Creative Agency
  • Advertising

Kraft Heinz Appoints Cummins&Partners As New Creative Agency

Kraft Heinz today confirmed the appointment of Cummins&Partners as its new Creative agency after an extensive pitch process. They will be responsible for brand strategy and integrated creative across the expanding Kraft Heinz portfolio including Kraft, Heinz and Golden Circle. A Kraft Heinz spokesperson said: “After an exhaustive search involving a competitive pitch, we have made […]

Patrick Delany (CEO, Fox Sports), Hugh Marks (CEO, Nine Entertainment Co), Miranda Devine (Columnist, News Corp), Michael Miller (Executive Chairman, News Corp Australasia), Grant Blackley (CEO & Managing Director, Southern Cross Austereo) at Radio Alive 2017
  • Media

Media Bosses Weigh In On Ten-CBS Deal

Do you enjoy articles featuring industry big-wigs? Well, it doesn't come much bigger and wiggier than this, we say.

by B&T Magazine

B&T Magazine
Kantar TNS’ Ali Dexter Joins T Garage As Director Of Insights & Strategy
  • Marketing

Kantar TNS’ Ali Dexter Joins T Garage As Director Of Insights & Strategy

Melbourne-based market research consulting agency T Garage has announced the appointment of Ali Dexter as its director of insights and strategy. Dexter joins T Garage from Kantar TNS, where she was the director of its Qualitative division. Prior to that, Dexter held a number of senior roles at Kantar TNS in the US and Vietnam.  “After […]

XXXX on Tuesday, March 21, 2017, in Las Vegas. (Jeff Bottari/AP Images for Adobe)
  • Advertising

Adobe Releases Advertising Cloud App

Not one, but two Adobe announcements. The tech elves have been busy this week, not that we're inferring Adobe is Santa.