TPP launches Jet Club digital magazine

Creating a digital content presence is key to building loyalty and reach an underserved market online.

The relentless quest to engage with consumers in a way that adds value beyond ‘the sell’ is something Jet Club magazine has been successful at for nearly two decades.  In addition to the print offering, TPP has recently launched an always-on digital platform to drive Club acquisition and build an active community online.

As fast-growing numbers of South Africans spend more time online, Jet Club identified the need to offer its audience – who are already highly engaged with the brand on social media – digital content in addition to the much-loved print publication, which has the second-highest circulation among SA custom retail titles (ABC Q3 2018) and is still viewed as a tangible and desirable loyalty benefit.

“The first three months since launch have seen traffic and engagement levels that indicate clear and very promising interest from the target audience,” says Paige Dorkin, TPP’s Digital Content Director. The digital offering mirrors the editorial pillars of the print magazine, including celeb profiles, practical life advice and style inspiration. South African celebrity profiles (think Thando Thabethe, Michelle Mosalakae and Hlomla Dandala) regularly rank among the most popular pages. also offers the user a full and easy-to-reference guide to Jet Club Benefits, encouraging members to make the most of the programme.

As the manager of Jet Club’s social media, TPP has grown the brand’s Facebook following by 38 percent in the past year, to over 439 000 followers with an outstanding engagement rate.

“Our experience managing the Jet Club social media has led us to believe that this target audience is underserved online and hungry for content that resonates with them while offering practical value. We’re confident that the digital magazine will grow quickly and perform a key role in growth and retention for the Jet Club brand,” adds Paige.

Visit the Jet Club online magazine here

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