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Wedgwood launches lifestyle magazine

With the aim of engaging with a digital audience, Wedgwood launches online lifestyle magazine, Behind the Blue Door

Luxury lifestyle brand Wedgwood British luxury home and lifestyle brand Wedgwood, famed for its iconic tea sets, is proving its relevancy after 250 years with a contemporary content strategy aimed at a new generation of affluent consumers, according to Luxury Daily.

Wanting to engage a digital audience while not alienating its loyal customers or losing sight of its luxury status, Wedgwood has launched Behind the Blue Door, an online lifestyle magazine that incorporates its teaware and other products into editorials covering everything from food to fashion.

The custom content incorporates Wedgwood teawares and other products into its editorial coverage; with three main sections – Afternoon Tea Reinvented, Weekender’s Brunch and Decadent Dinner.

Behind the Blue Door also launched with a social media component, inviting readers to post photos of their own elegant tea service with the hashtag #shareyourstyle.

Showing the power of content, Wedgwood’s magazine has exceeded expectations in engagement and visitors since its launch.

“Working with such a prestigious brand as Wedgwood was, as you can imagine, a very exciting prospect,” says Erica Thorpe, managing director at White Horse, the content agency that built Behind the Blue Door.

“Its heritage, excellence and brand values speak for themselves and we relished the challenge to translate these elements into a dynamic digital space,” she says.

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