Created by content marketing agency John Brown, My VIP magazine boasts 84 pages of content, featuring pet news, advice and exclusive interviews with celebrity pet owners, the first with Olympic gold medallist and now My VIP magazine cover star Victoria Pendleton.
My VIP magazine, which has a projected circulation of 500,000, will retail at a special launch price of just £1 and will be free to members of the VIP club, the new customer scheme, which enables shoppers to convert points they receive into support for a local or national animal charity.
The first issue, available until the end of May, will include more than £100 worth of money off vouchers redeemable against pet food, toys, housing and insurance. The magazine will also feature the latest pet shopping trends, bringing customers up to date with new arrivals in store as well as offering pet care advice from fully qualified Pets at Home colleagues and charity partners.
Covering all types of pets from dogs and cats and rabbits, to snakes, horses and guinea pigs, My VIP offers ideas on how owners can make the most of their time with their pet. It will also offer a dedicated eight-page section for children and some light entertainment in the form of quizzes and puzzles.
Gavin Hawthorn, head of loyalty and digital marketing at Pets at Home said: "The first issue of My VIP is a content rich publication which we feel is like no other in the sector. It has captured the essence of the passion and breadth of expertise of the Pets at Home colleagues, helping pet owners get the best for their pets and making the most out of their lives with their pets. This was achieved through John Browns clear understanding of our brief and through working effectively across our businesses and supplier base."
Andrew Hirsch, CEO of John Brown, "We're delighted Pets at Home has chosen us to publish their customer magazine. They are a growing, dynamic, and exciting brand, and we are proud to launch My VIP and come up with lots of other smart ideas to help build on the success of the VIP club in 2013."
My VIP magazine is the latest project by Pets at Home's VIP scheme, which collects ‘Lifelines' every time a customer's VIP card is swiped, which in turn are redeemed by animal charities for essential supplies. VIP members receive a 10 per cent discount welcome voucher for signing up to the scheme as well as a whole host of exclusive offers.
My VIP magazine will also keep members of the scheme up to date on how their card swipes are benefiting different animal charities across the UK and will have the opportunity to be featured in future issues.