British Airways’ award-winning in-flight magazine reaches for new heights following a major re-launch to appeal to “Generation Curious”. The ambitious makeover 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.
Travellers are becoming more and more adventurous, with seven in 10 choosing destinations where they can experience unknown cultures and sights.