When the world stopped flying, we continued to serve
How do you keep travel audiences engaged during a global pandemic?
After more than 45 years working with British Airways, we continue to inspire travellers with this iconic brand through compelling content. We offer intelligent, new-world travel ideas and stories, which passengers simply won't find anywhere else.
But when the world paused, British Airways needed a new way to serve its increasingly home-bound audiences.
We already had a multichannel content and media portfolio that engaged audiences throughout their journey, including digital loyalty magazine and email The Club and the award-winning High Life magazine.
But as borders closed, British Airways needed a new content and distribution strategy to meet its customers’ needs.
So we launched High Life online, a brand-new inspirational website designed for the new world of travel. We also delivered special printed copies of High Life magazine straight to the doors of the airline’s highest-value customers to inspire and engage.
And as well as inspiring customers, the portfolio is one of the world's strongest media channels, with BA Media offering more than 30 opportunities for 3rd-party advertisers to reach these valuable customers.
Cedar had to respond fast, implementing an agile, data-led approach to transform its media and content portfolio.
Within days of travel restrictions being announced, we had prototyped and presented an alternative way for British Airways to serve its customers, creating High Life online, a brand-new channel in the portfolio mix – which was designed, developed and launched in just eight weeks.
The new content strategy not only aligns with BA’s business and marketing priorities, but also responds to new customer needs, desires and concerns about travel
Drawing on our unrivalled correspondents network, the content reflects the authority and trust of the brand by drawing on top tier and diverse travel writers including John Simpson, Bear Grylls and Juliet Kinsman.
The content strategy has succeeded in engaging British Airways’ owned media audiences while boosting positive sentiment:
Meanwhile, BA Media succeeds in engaging some of the biggest advertisers.
Source: Google Analytics (Sept-Dec 2020), The Club, High Life Digital and High Life magazine special reader surveys/Demographix (November 2020)
of owned media content.
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