MyVillage.com in loyalty initiative aimed at youth market

LONDON - MyVillage.com, the online lifestyle guide for local communities, is rolling out a web-based loyalty scheme aimed at young people in cities across the UK.

Passport, which costs £8 a quarter, gives users access to exclusive events and discounts at bars, restaurants, retailers and entertainment venues. It will be promoted to MyVillage members.

The scheme has been trialled in London's Notting Hill since January; it will now cover other areas in the capital, including Clapham and Shoreditch, before being extended to Brighton, Glasgow and Bristol.

Brands to have signed up so far include Holmes Place and DaimlerChrysler, which is offering people who join the use of a Smart car or Roadster for a weekend.

Nightclub Chinawhite and the Electric Cinema are offering free entry and discounted meals.

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