Inspiring Leisure Travel
New discoveries for generation curious
The challenge
After over 40 years working with British Airways, we want to inspire people to engage with this iconic brand through content, offering intelligent travel ideas which passengers simply won't find anywhere else.
The solution
The multichannel content and media portfolio engages audiences throughout their journey, and includes digital loyalty magazine and email The Club, editorial inspiration on BA.com, multi-award winning High Life magazine and content shared across Facebook, Instagram, LinkedIn and Twitter.
And as well as inspiring customers, the portfolio is one of the world's strongest media offers with over 30 opportunities to 3rd party advertisers through BA Media.
The details
Drawing on our unrivalled correspondents network, the content reflects the authority of the brand by drawing on top tier travel writers including John Simpson, Bear Grylls and Simon Calder, and celebrity contributors including Hugh Laurie, Benedict Cumberbatch and James Corden.
We celebrate the adventures and expertise of British Airways’ fliers through events like The New Talent and Club Reader awards, as well as through award-winning UGC campaigns like #FlyBA2016 and innovative social formats like 360 photography.
Video stories
Our local experts create inspiring video destination guides which explore cities from new perspectives.
International reach
We create Southern African and Chinese versions of High Life featuring tailored content for specific international audiences. Both versions are loved by their readers and High Life South Africa boasts a string of awards for its creative design and for its editorial content.
The Club is translated into 10 languages including Japanese, Chinese and Russian.
The results
The content strategy has succeeded in growing British Airways’ owned media audiences year on year while boosting positive sentiment.
Meanwhile, BA Media succeeds in engaging some of the biggest advertisers.
of owned media content.
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Content Marketing Association Awards
Grand Prix 2016British Airways portfolioJudges said, ‘Cedar has put in place owned channels that they are fully committed to, pulling together all the components to provide longevity and total brand consistency.’