Foxtel

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Driving content discovery for Foxtel's most loyal customers
 

The Brief

Foxtel, Australia’s premier subscription TV service, tasked Medium Rare with delivering a new-look Foxtel magazine to better meet the needs of its high-value subscribers.

Its key goals are to:

  • Provide a source of content discovery
  • Encourage upgrading of subscription packages
  • Reduce customer churn
  • Drive TV audience viewership
  • Enhance brand values

In addition, Foxtel asked us to help future-proof its content marketing through cost-efficiently maximising the reach of inspirational content through its other owned channels.

 

The Solution

  • We created a “one content” team of editors, designers, picture editors and journalists. We hired some of the best talent in Australia, including Erin McWhirter (ex-TV Week
  • We redesigned the magazine to be more contemporary and accessible
  • We use Foxtel talent to lift the profile of the magazine and showcase the faces and names for which Foxtel is known
  • We introduced a cloud-based DAM to allow easy and remote access for searching, retrieving and sharing content
  • We established a content marketing newsroom: a content hub that delivers new digital and social articles, images and video as well as timely news content for use by all Foxtel stakeholders
  • We provide content for a variety of owned channels and third-party amplification, including Foxtel Insider, social media and print inserts
 

Watch Our Foxtel Content In Action

 

The Results

• Australia’s No. 1 television entertainment magazine with a readership of 333,000*

• Guaranteed circulation of 113,498 paid subscribers who pay to receive direct to their homes every month

• 56% of readers refer to the magazine every day**

• 86% of readers read every issue**

• 86% of readers watch a program as a result of reading about it in the magazine**

 

*Roy Morgan June 2021 ** Reader Survey

 

 
MEET THE EDITOR-IN-CHIEF
Erin McWhirter

Erin is a highly experienced journalist who, prior to joining Medium Rare, held senior positions across print, digital and social channels for many of Australia’s leading TV and entertainment titles. Her passion for TV is palpable.

 

“Foxtel has been a trailblazer in television for more than 25 years and it’s thrilling to work with such an innovative company as it continues to enhance the viewer experience.

“Foxtel magazine informs program choice through its entertaining mix of sneak peaks, behind-the-scenes insights and exclusive interviews with the biggest names in the business.

“All content is carefully crafted to inspire all members of the family to watch programming across all genres on the world’s most popular channels.”

Erin McWhirter

 

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