The new-look title will be re-focused on getting maximum loyalty from Orange's highest value customers. It features a radical overhaul of editorial content, as well as an increased number of reader offers.
O editor Dan Linstead said: "Research showed that our readers valued the magazine, loved the design and photography, but also wanted more independent editorial. The redesign splits into three loose sections: Orange services, themed editorial, and news offers."
The front section of O will aim to build Orange's relationships with customers by suggesting fun ways to use their phone services. The middle section will explore themes relating to the Orange brand. This month, it features an article written by Observer journalist Sarah Adams and an interview with Eden Project founder Tim Smit. The final section comprises a round-up of company news and a selection of reader offers.
Alex Silcox, account director at John Brown Citrus, said: "The magazine, as part of an integrated marketing strategy, will help Orange to once again become genuinely differentiated in a busy, noisy maketplace."
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