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.

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