British Airways’ award-winning onboard magazine, High Life, is moving online to ba.com and will offer access to content for customers before, during and after a flight.
Created with the publishing house, Cedar, the magazine will also include a new section for Business Life which will replace the current on-board paper versions of both publications.
Each issue will include monthly audio stories, photo experiences and live panels so customers can experience the magic of travel on the go wherever they are in the world. The magazine will continue to feature first-person stories from travel experts and carefully curated guides for exploring cities across the world.
As well as trusted travel content, High Life digital will keep customers updated with any changes to the airline’s customer experience and route network. The new digital format also means that the airline can update content in real-time with any developments in this Covid-19 era.
The magazine will be emailed to five million Executive Club customers every month and customers can download the magazine on board, using the airline’s in-flight WIFI for free.
High Life will also continue to offer British Airways’ partners and advertisers new opportunities to reach the airline’s customers with products and offers, through BA media*
Hamish McVey, British Airways’ Head of Brand and Marketing said: “Our High Life magazine has been a source for travel inspiration for our customers for nearly half a century. When we trialled moving High Life online at the beginning of this year, it was a great success.
“We know our customers value technology and a contactless journey, especially in the current climate, so we are delighted to now be able to provide over five million customers a month with digital High Life. We hope this new digital magazine will help customers plan their holidays with our expert holiday guides, as well as provide the latest information as we make important changes to our customer experience.”
Clare Broadbent, Cedar’s CEO said, “High Life online is now here: online, on email, and on board through your personal device, bringing wonderful and trusted travel inspiration to bigger audiences than ever before. With High Life’s mix of expert writers, photographers and audio-visual storytellers sharing the latest travel ideas from around the world, we can’t wait to help travellers to dream, plan and take off in 2020 and beyond.”
The airline’s onboard magazine first took to the skies 47 years ago in 1973 and has provided British Airways’ customers with inspiration ever since. The magazine has document significant milestones in the airline’s history including the launch of Concorde and the A380, as well as featuring cover stars such as Sir Paul McCartney, Tracey Emin, Idris Elba and HRH The Prince of Wales.
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