Clock already works with the newspaper group and has been responsible for the online promotion of Culture+, the prototype and forerunner to Times+, which launched in September 2008.
The new venture builds on the success of Culture+, an exclusive arts and entertainment rewards programme, which has 90,000 active members.
Initially, Times+ will launch with two ‘packs’ – Travel+ and Culture+, both developed by Clock, with more verticals to be added periodically after launch. Membership will be complimentary to subscribers of The Times and The Sunday Times and will be available to others at a £50 fee.
Katie Vanneck-Smith, managing director customer direct, News International, says: “Times+ gives us the opportunity to redefine further our relationship with our readers and to reward their loyalty. We are moving away from the traditional model of volume in favour of developing more direct relationships with our customers based on their interests and passions.”
News International will support the launch of Times+ with an advertising campaign across TV, radio, print and outdoor.
The Times has previously worked with ad agency CHI & Partners and uses MindShare for its media planning and buying. It has an annual ad spend in excess of £23m.