British Airways High Life announces move to digital format
Date Posted: Thursday 17th September 2020
Cedar has announced in a statement that it is moving British Airway's onboard magazine, High Life, online to ba.com and will offer access to content for customers before, during and after a flight. 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 BA customers every month. Customers can also 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 of 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.”
The print edition of High Life will still be available from October in small quantities in the airline’s lounges and will be sent directly to some of the airline’s frequent flyers.