Reactive

British Airways High Life is a new experiential travel Web site, complementing the celebrated in-flight magazine of the same name. The site is aimed for discerning travellers seeking information about unique and unusual destinations, events and trends.

Strategy

Bahighlife.com launched on 9 October 2008 to complement the 35-year-old title, one of the most famous and well-established brands in consumer and customer publishing. The new site features articles from its impressive stable of contributors such as John Simpson, Will Self, Liz Jones and Janine di Giovanni. It also showcases content from the hugely successful business class magazine, Business Life.

The target audience for the site is discerning travellers who want to know about unique and unusual destinations, events, trends, products and services.

The site was created in partnership with British Airways’ customer publishing agency, Cedar. High Life editor Kerry Smith says: “Our readers like the unusual. They’re always looking for original things to do, off the beaten path. They’re style-conscious, without being trendy – and they’re hard to reach in conventional media”.

The Solution

The new site is a repository of back-issue articles, with new fresh content being added on a regular basis. The site reflects the design of the magazine, with inspirational photography from some of the world’s best travel photographers.

By providing several ways to navigate the site, visitors are encouraged to search, browse, read and recommend articles. The site is supported through online advertising, so from a commercial perspective dwell-time, engagement and page views are important measures. The site also performs as an acquisition tool for British Airways, attracting non-BA customers to book flights, hotels and holidays online.

Site content is all administered by Cedar’s editorial team using cManager, Reactive’s in-house content management system.

Facts and Figures