The British Airways’ award-winning in-flight magazine reaches for new heights following a major re-launch to appeal to ‘Generation Curious’. The ambitious make-over comes as High Life gets set to mark its 40th anniversary next year with a stylish and contemporary redesign to reflect a very British sense of irreverence, wit and attitude.
The new look has been created by British Airways and Cedar Communications to make the magazine even more inviting and accessible for millions of the airline’s customers. The redesign comes as new research from High Life reveals that the average adult will have travelled more than 18,324 miles around the world by the time they reach 40 – almost seven times as far as their own parents did by
the same age.
Dubbing today’s travellers as ‘Generation Curious’, Abigail Comber, head of brands at British Airways, said: “Today’s flyer wants to experience a place, not just visit it. “High Life is keeping pace with this incredible change in travelling. We’re delighted with the new-look, and are sure it will reinforce the positions of High Life and, its sister publication, Business Life as the best in class for travel content.”
The High Life redesign features a new masthead using a new font – Caslon Graphique – as well as a range of new fascinating features and thought-provoking columns.
Customers will enjoy one of twelve different covers of the magazine when it starts appearing on British Airways’ planes and in lounges around the world this month, as well as a feature on ‘Generation Curious’ from philosopher Alain de Botton.
Business Life, which caters mainly to short haul customers, gets a similarly ambitious make-over in November and time-conscious travellers will be able to take advantage of a new feature, which indicates how long it will take to read each article, making it even easier to read on shorter flights.
High Life Editor, Kerry Smith, said: “High Life and Business Life are incredibly successful and iconic travel publications, with a combined reach of over three million people a month. The rise of ‘Generation Curious’ has been an important factor in the redesign of High Life. It’s a magazine for the curious. Listening to our readers has enabled us to innovate, making it even smarter; to tell our readers things they didn’t even know they needed to know.
“High Life will inspire twenty first century travellers on their journeys of discovery; changing their view in the way that only travel can. And with readers spending an average of 25 minutes reading each edition, it’s more important than ever that we make the magazine as accessible as possible.”
Researchers found that on turning 40, the typical adult will have been on at least 13 holidays abroad, and another 21 in the UK. By contrast, at a similar age their parents would have only visited five European countries, clocking up 2,653 miles in the process.
And while today’s Brits are travelling as far as the United States with their families, the furthest the previous generation travelled was to Italy.
Travellers are becoming more and more adventurous, with seven in 10 choosing destinations where they can experience unknown cultures and sights.