Time Out launches free iPad app with MasterCard sponsorship

Time Out London has launched its first iPad app, which will be free "for the foreseeable future" and has an initial sponsorship deal with MasterCard.

Time Out: rolls out free app
Time Out: rolls out free app

The app includes listings, Time Out Critics Choice picks and editorial features and is updated daily to ensure that users get the inside track on what’s happening in the capital.

The launch comes as Time Out considers plans to convert its 55,000 circulation paid-for weekly into a free title and follows the successful launch of a free New York edition iPad app in April.

Asked whether launching a free iPad app indicated the print title would be going free, Carolyn Sims, marketing director of Time Out, told Media Week that move was merely a progression of the other free apps that the title has rolled out recently. She confirmed the app would be free "for the foreseeable future".

Time Out claims the London app's intelligent personalisation functionality learns user preferences over time to generate personalised recommendations based on their previous choices and those of similar users.

Users can search events and attractions by date, event type and location, and share grouped lists online.

In the coming weeks users will be able to instantly book restaurants and events including unique MasterCard Priceless London experiences via the app.

The MasterCard sponsorship, the value of which was not disclosed, was negotiated by its media agency Universal McCann.

David Pepper, chief commercial officer of Time Out, said: "The business has been delivering strong traffic online and achieving 70% digital revenue growth year-on-year, a great platform from which to launch the app for our London consumers.

"We are particularly proud of the enhanced user experience the app offers our consumers, demonstrated by the success of the recently launched New York edition. We will be launching city editions from across our portfolio in the coming months."

Paul Trueman, head of marketing for MasterCard in the UK and Ireland, said: "Our long term partnership with Time Out is evolving with the smart use of technology to help consumers unlock the best experiences throughout London."

Time Out is planning to launch a Paris edition iPad app, with other countries planned to follow.

Although MasterCard is the main advertising partner for the launch, the app will be carrying other advertisers following the initial phase.

Have your say...

Before commenting please read our rules for commenting on articles.

If you see a comment you find offensive, you can flag it as inappropriate. In the top right-hand corner of an individual comment, you will see 'flag as inappropriate'. Clicking this prompts us to review the comment. For further information see our rules for commenting on articles.

comments powered by Disqus
Media Week Jobs
Search for more media jobs

Latest

Waitrose boosts content strategy with 'Weekend Kitchen with Waitrose' C4 tie-up

Waitrose boosts content strategy with 'Weekend Kitchen with Waitrose' C4 tie-up

Waitrose has joined forces with Channel 4 and produced a Saturday morning lifestyle and cookery programme called 'Weekend Kitchen with Waitrose', with TV presenters Lisa Snowdon and Steve Jones signed up to front it.

Share
Newspaper ABCs: Guardian smashes through 100m browsers in March 2014

Newspaper ABCs: Guardian smashes through 100m browsers in March 2014

The Guardian reached more than 100 million monthly unique browsers for the first time in March, according to Audit Bureau of Circulations figures published today.

Share
Toyota achieves the impossible by calming angry Roman drivers

Toyota achieves the impossible by calming angry Roman drivers

Italians swearing and shouting while sitting behind the wheels of their cars and negotiating the busy streets of Rome could become a thing of the past if they all start driving Toyota's Hybrid vehicles, implies a short film for the car brand.

Share

Get news by email