BA launches magazine to push luxury destinations

British Airways is to launch a quarterly luxury magazine devoted to premium holidays and has appointed Cedar Communications to handle the business.

The magazine is called The Collection and debuts this month with an exclusive mail-out to 60,000 BA Executive Club members and existing valued customers of BA Holidays.

BA wants to capitalise on the growth of its premium leisure travellers while business travel still struggles to recover from the global economic downturn. The magazine will showcase the best long-haul and short-haul destinations, and the launch issue looks at new additions to BA’s flight schedule, including the Maldives and Sharm el-Sheikh.

BA will support the magazine’s launch with an email marketing campaign and promotional offers through ba.com. Advertisers in the first issue include Avis and The Peninsula Hotel Group.

It will be edited by Tim Hulse, who also heads BA’s Business Life title.

BA previously produced a brochure called Prestige Life to promote its luxury holiday portfolio Prestige Collection, but it ceased more than a year ago. The Collection will focus more on existing BA Executive Club members.

BA Holidays managing director Claire Bentley says: “The premium holiday sector continues to perform well and this luxury magazine will further strengthen our offering, acting as a powerful marketing tool.”

Cedar Communications works on several BA magazines, including High Life and Business Life.

Latest from Marketing Week

NOT REGISTERED? IT'S FREE, QUICK AND EASY!

Access Marketing Week’s wealth of insight, analysis and opinion that will help you do your job better.

Register and receive the best content from the only UK title 100% dedicated to serving marketers' needs.

We’ll ask you just a few questions about what you do and where you work. The more we know about our visitors, the better and more relevant content we can provide for them. And, yes, knowing our audience better helps us find commercial partners too. Don't worry, we won't share your information with other parties, unless you give us permission to do so.

Register now

THE BEST CONTENT

Our award winning editorial team (PPA Digital Brand of the Year) ask the big questions about the biggest issues on everything from strategy through to execution to help you navigate the fast moving modern marketing landscape.

THE BIGGEST ISSUES

From the opportunities and challenges of emerging technology to the need for greater effectiveness, from the challenge of measurement to building a marketing team fit for the future, we are your guide.

PERSONAL AND PROFESSIONAL DEVELOPMENT

Information, inspiration and advice from the marketing world and beyond that will help you develop as a marketer and as a leader.

Having problems?

Contact us on +44 (0)20 7292 3703 or email customerservices@marketingweek.com

If you are looking for our Jobs site, please click here