National retailer Bed Bath & Beyond needed a new way to reach and engage their customers and to communicate more than just catalog descriptions and prices.
SideTrip conceived, designed and published Café Beyond, a twice-monthly newsletter in magazine format covering selected categories, product lines and manufacturers, and highlighting real-world lifestyle issues. Content included celebrity profiles, recipes, cooking and cleaning tips, helpful life hacks and hints for interior decorating, traveling, party and holiday hosting, and packing kids off to college.
SideTrips editorial and design team collaborated with Bed Bath & Beyond’s staff to plan and publish an editorial calendar that spoke to consumer’s daily lives. From how to correctly measure windows for shades and curtains to mixing the perfect cocktail or baby-proofing your home, Café Beyond addressed what was important to customers.
A runaway success from the start, Café Beyond grew from a section the company website to a stand-alone publication deliver via email, eventually reaching over 500,000 opt-in subscribers. The project expanded to include audio podcasts produced and recorded by SideTrip, featuring celebrity chefs, restaurateurs, and television personalities.