BA targets rich customers with holidays magazine

LONDON - British Airways is launching a new luxury quarterly magazine dedicated to premium holidays, published by Cedar Communications.

The Collection: BA luxury holiday magazine
The Collection: BA luxury holiday magazine

The new magazine, called The Collection, will be posted to 60,000 British Airways Executive Club members and "valued customers" of BA Holidays.

The new launch is part of the company's bid to capitalise on a rise in the number of passengers taking luxury holidays.

The editor of the title is Tim Hulse, who also edits BA's Business Life title.

The magazine will run features from experts in the leisure and travel industry in areas such as golfing or diving as well as tips from BA's own travel experts.

The launch of the magazine will be supported by an email marketing campaign and promotion of special offers through ba.com.

Launch advertisers include Avis, Kanuhura in the Maldives and The Peninsula Hotel Group.

The first issue highlights new destinations added to BA's flight schedule, including the Maldives, the Dominican Republic, and Sharm el-Sheikh as well popular holiday spots such as New York.

Cedar also publishes BA's other titles High Life, Business Life and First Life in-flight magazines and websites.

Claire Bentley, managing director of BA Holidays, said: "The premium holiday sector continues to perform well and the introduction of this new luxury magazine will further strengthen our offering, acting as a powerful marketing tool. We have a great relationship with Cedar and are pleased to be introducing a new title with them."

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