The Times and The Sunday Times announce the launch of Times+, a new membership scheme and customer retention programme. Times+ will deepen the titles’ relationship with their readers, reward loyalty and generate new direct revenue streams.

The membership scheme builds on the huge success of Culture+, the exclusive arts and entertainment rewards programme, which has attracted 90,000 active members one year since launch.

Times+ gives members an even greater range of exclusive events, offers, gifts and rewards that reflect reader passions from the arts to travel. Membership is open to all at a charge of £50 a year but is complimentary to subscribers of The Times and The Sunday Times.

James Harding, Editor of The Times, said: “We have the most varied, passionate and interesting readers. Times+ will bring those passions and interests to life. I am delighted we are able to give readers the opportunity to become part of the family of The Times.”

John Witherow, Editor of The Sunday Times, said: “The success of Culture+ has shown us that readers trust us to deliver what they want. Our greatest asset is our content. Times+ enables us to offer readers the chance to get even more out of the sections of the paper that they most value.”

Katie Vanneck-Smith, Managing Director Customer Direct, News International, said: “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.”

In addition to offering member benefits, Times+ also gives members free access to one of its associated specialist packs. Times+ launches with two packs, the popular Culture+ and the new Travel+. More packs will be added over the next 12 months. Subscribers can add an additional pack for £25.00 (non-subscriber price £50.00).

As with Culture+, the new Travel+ will give members the chance to meet journalists, including the editors, columnists and critics, from both The Times and The Sunday Times, at bespoke events. It will also offer exclusive private excursions and tours, as well as upgrades and discounts. Travel+ includes a year’s subscription to The Sunday Times Travel magazine delivered direct to the door.

Top name brand partners, such as Cox & Kings, Mr & Mrs Smith, Virgin Holidays, Hip Hotels and Wellbeing Escapes, have signed up to Travel+ to ensure members get quality, value-added travel and related experiences.