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Dave

High Life moves online

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British Airways’ familiar, award-winning on board magazine, High Life, is moving online.

Created with publishing house, Cedar, the online 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.  

High Life was voted one of the most important magazines of the 20th century by Campaign magazine

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 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 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.


Sir Paul McCartney and HRH The Prince of Wales have featured on the cover of High Life.

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 on-board magazine, first took to the skies in 1973 and has provided British Airways’ customers with inspiration ever since.

The magazine has documented 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.

Dave

HRH The Prince of Wales sees how British Airways is investing in sustainability

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His Royal Highness The Prince of Wales has toured British Airways’ engineering base in Cardiff, seeing first-hand the changes, large and small, which the airline is making as it works towards more sustainable flying.

In front of more than 400 BA staff, His Royal Highness was shown the nose-to-tail focus on sustainability from the heavy-weight investments in new fuel-efficient aircraft, to the smallest detail of using a light-weight solder in aircraft repairs, bringing down the carbon footprint of each journey.

British Airways is forensically assessing its entire operation to find the little changes which add up to a big change of direction.


His Royal Highness The Prince of Wales was shown around a Boeing 787-9, one of the world’s most efficient aircraft. British Airways is investing in a further 73 fuel-efficient and quieter aircraft to arrive before 2024.
  • Each First-Class duvet is now made from 19 recycled plastic bottles.
  • Replacing seats on short-haul aircraft with new lighter weight versions saves 9,100 tonnes of CO2 per year. That’s equivalent to more than 350 return flights from London to Berlin.
  • British Airways now taxis to the runway using a single engine taxi on short haul flights, saving 3,700 tonnes of CO2 per year, equivalent to more than 100 return flights from London to Madrid.
  • The airline’s lighter cabin trolleys save 5,000 tonnes of CO2 per year; that’s a saving equivalent to more than 300 return flights from London to Paris.
  • BA now retract landing lights earlier on our A320 fleet, burning less fuel and saving 8,000 tonnes of CO2 per year; a saving equivalent to 150 return flights from London to Athens.
  • Plastic swizzle sticks have been replaced with bamboo versions, saving 45 tonnes of plastic per year.
  • The plastic wraps on bedding have been replaced by paper bands. That adds up to more than 19 million pieces of plastic which have been removed.

British Airways’ Chairman and Chief Executive, Alex Cruz, who led the tour, said:

It has been an honour to showcase our work in this area to His Royal Highness today. Every decision we make at British Airways now starts with a simple question: what does that mean for our sustainability aspiration? We’re now offsetting carbon emissions on all our flights within the UK, and were the first airline group to commit to achieving net zero carbon emissions by 2050.

We’ve got a lot of work to do, but keeping an eye on the detail as well as the bigger picture is the only way to get there.

Louise Evans, Director of Communications & Corporate Responsibility said:

From new, quieter and more fuel efficient aircraft to sustainable swizzle sticks that eliminate the use of single use plastic, we’re carrying out a huge transformation of the way we fly.

His Royal Highness opened this engineering base 26 years ago, and we were delighted to welcome him back to our engineering base here in Cardiff so he can see for himself the steps we are taking to a sustainable future.

Contact your GTM Account Manager the next time you plan to fly on British Airways.