A long-term programme of third-party promotions is being developed to support the new Eros Reward Card, a cashless payment card for readers of London’s Evening Standard.

Incentives such as free songs from iTunes and two-for-one offers on food, travel and entertainment will be constantly refreshed to attract and retain customers. Marketing consultancy HH&S has followed through the development of the card’s concept with project management of the offering and launch, including the website and database.

The Eros Card was launched by Associated Newspapers last month, allowing people in central London to use the stored-value card to buy the paper by tapping it on a yellow contact pad on vendors’ kiosks. It will be rolled out to stores and the rest of London shortly.

HH&S managing director Mike Halstead said that customer relationship management was critical, with data such as email addresses being collected in return for free credits for buying three issues of the paper.

The website, which allows people to top their cards up online, offered further opportunities to capture data, he said.

The launch was supported by merchandisers giving out the Eros Cards at stations, transmitting data in real time to allow people to use the cards immediately.

Associated Newspapers worked on some of the third-party promotions with partnership agency Cocktail Marketing.