NewsLifeMedia’s Diana Kay On Why Events Are Big Business For Vogue
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
The Mars Agency Announces Latest Findings Of Retail Media Report Card
The Mars Agency has developed a scorecard that assesses the capabilities of leading platforms across key criteria required to optimally plan, execute, and measure effective retail media programs. The scorecard aims To help brands efficiently evaluate their spending options across retail media networks in Australia (and New Zealand). With spending on retail media advertising in […]
‘It’s The Lesser Of Two Evils’ – NRL Eyes US Betting Market As Aussie Regulators Circle
US betting firms will be delighted by the circa 50,000 Americans who could soon watch the NRL on their favourite app.
A-League In Deep Discussions With New Partner To Keep Games On TV After Production Company Enters Administration
The A-League's insatiable appetite for scoring own goals continues.
TV Ratings (27/03/2024): Jungle Members At War Over Concealed Lipstick
A heated argument between two jungle members did the numbers for Ten last night, with I’m A Celeb obtaining a total national reach of 1,282,000. Fans were delighted as Candice Warner and influencer Skye Wheatley got into it over a stick of lipstick, leading Warner to dub the Instagram star “selfish.” Wheatley, best known for […]
Is The Australian Music Industry In Trouble? Inquiry Launched Following Splendour Cancellation
Earlier this week, an inquiry was launched into the challenges and opportunities currently facing the Australian live music industry in the wake of multiple festival cancellations. On 25 March 2024, the Minister for the Arts, the Hon. Tony Burke MP, asked the Committee on Communications and the Arts to inquire into and report on the […]
Liana Dubois, Leandro Perez, Aimee Buchanan & More Gather For Inaugural Compadres Leadership Event
Didn't get the invite? Perhaps you're not as important as you thought.
Cathay Captures The Unforgettable Thrill Of Cathay/HSBC Hong Kong Rugby Sevens, Via Publicis
Nobody does rugby like Hong Kong, apparently. Certainly nobody does it as badly as Australia.
Cocogun Nabs Christine Watts, Kirsty Reynolds & Shev Tan Bolstering Management & Creative Teams
Cocogun bolsters its team with new hires. Committed to purchasing a bigger sofa, too.
The Media Store’s Jacquie Alley & Sam Cousins Take The Plunge With Pro-Bono Work For Cure Cancer
B&T chats with The Media Store bosses about their great pro-bono work and sponsored swim.
Hawke’s Brewing Co. Taps Rocket Comms For PR Agency Following Competitive Pitch
We're expecting Rocket Comms productivity to crash in spectacular fashion following this win.
Spotlight On Sponsors: Patties Serves Up A Taste Of Home For Olympians & South Sydney Rabbitohs Recommit To Gambling Reform
While the Rabbitohs commits to gambling reform, B&T reckons the team should commit to a decent auto sponsor.
Google: “Inevitable” That Bad Actors Will Abuse Ads Platform As Advertiser Account Suspensions Double
Google maintains it's simply impossible for it to entirely stop bad people placing & paying for ads using its service.
Quantcast Expands APAC Sales Team With Appointment Of News Corp Account Manager
No pressure at all when you are appointed as a client success manager.
Publicis Sapient Tests Microsoft-Powered Gen AI Search Tool With Homes & Villas By Marriott Bonvoy
Given Gen AI's record for mangling stuff, B&T cannot see the problem with letting it decide your next holiday digs.
Volkswagen & DDB Group’s “Roo Badge” To Reduce Kangaroo Related Road Collisions
Watch out for RooBadge as Cannes Lions' most debated campaign this year.
Twilio Launches Unified Profiles & Agent Copilot Features To Boost Productivity & Engagement
Agent Copilot sounds like James Bond's less interesting cousin.
Reebok & Honda Among New Clients For onetwo agency
OneTwo finally lives up to its name with this double billing.
Ogilvy Report: Throw Out The Social Strategy Rule Book, The Rules Of The Past No Longer Apply
B&T was puzzled that all 'influencers' aren't, effectively, 'virtual', but here we are.
WhiteGREY & AKQA Merge In Australia, Lee Simpson Departs
Fortunately, the combined agencies aren't opting for a trite portmanteau for the new name.
Splendour In The Grass 2024 Music Festival Cancelled!
Music fans all over the country reportedly relieved they can pack away their rain coats and gumboots for another year.
TV Ratings (26/03/2024): “Fairy Bread, F***ing Disgusting”: Gordon Ramsay Slams Aussie Food In Food Stars Launch
Ramsay not one for mincing his words, even when it comes to minced meat pies.
Paramount+ International Boss Doubles Down On Aussie Content, Says Ad-Tier will Grow Audiences And Revenue
Good news as Paramount will not be binning I’m A Celebrity for re-runs of Frasier.
Brent Smart: Telstra Pushing For 50-50 Brand-Performance Split But Warns Numbers ‘Won’t Look Great’ Initially
The old brand vs performance debate continues. But here, Brent is firmly sitting on the fence.
Crowded House, Tones And I & Dom Dolla Win Big At The Shure Rolling Stone Music Awards
B&T staffer reports back with humdinger of a hangover & feeling seriously uncool after mixing with music types.
Opinion: Dyslexia “A Hidden Gem” For Brands & Agencies
Dyslexics offer underappreciated benefits in the corporate field, according to this op-ed.
David Jones Taps Criteo To Power Online Retail Media Arm
Want to see ads for things you probably can't afford? David Jones has got you covered with new retail media play.
oOh!media Sets Up Team To Target Business Audiences Across Airports & Offices
oOh! wants brands to harass you every minute of your next business trip.
QMS Launches Australian First DOOH & TV Partnership With Samba TV
Samba TV, of course, is not a channel dedicated to dancing. Much to our dismany.
Slew Of New Hires At Amplify
Four new faces join the Amplify offices. Team say desk scarcity becoming "acute".
Adobe Announces Content Authenticity Initiative Expansions To Counter Deep Fakes
Try as they might to enlighten them, we suspect Trump supporters will continue to watch and believe Fox News.
The PR Group Appoints TechCrunch Senior Reporter Catherine Shu As Director Of Content & Media
Catherine Shu makes the bold leap from journalism to PR. Says inevitable pay bump was "unrelated".
HERO Nabs Ebony Santin From AMPR
Rumours Santin cleared out the stationery cupboard before departing are as yet unconfirmed.
Karena Noble Checks Out Of EVT Hotels & Resorts To Launch Comms Consultancy
Noble still managed to squeezed in a continental breakfast before departing.
Canva Acquires Design Platform Affinity To Bring Professional Design Tools To Every Organisation
Canva & Adobe face off continues. We're not picking sides but keenly aware that Canva's office is next door to ours.
“Lean On Our Team To Help You Find An Audience”: Why Understanding Audience Engagement Is Essential In Journalism
Engaging the audience is critical to journos, apparently. We'd thought self-loathing & alcoholism were key.
Adobe Summit: Major Gen AI Developments, Data Concessions & Partnerships
What happens in Vegas stays there. Unless it's the Adobe Summit and then you get to read about in B&T.