To celebrate the relaunch of its Executive Club, British Airways has launched a new digital magazine named “The Club,” a simple, intuitive, and neatly-designed communication channel that aims to provide easy access for millions of Executive Club members around the world.
Launched by Cedar Communications, the mind behind British Airways in-flight magazines High Life, Business Life, and First Life, The Club is slated to feature an interview with writer Ian Rankin who reveals the place in Edinburgh he would prefer to keep a secret, along with a Poor Guide to London, which showcases three things to do in London that do not require shopping.
Published in at least nine languages, (English, French, German, Spanish, Italian, Latin, Spanish, Latin Portuguese, Chinese and Japanese), The Club is emailed to Executive Club members and is also posted on the main website of British Airways. Editor Charlotte Swift says:
We wanted the new magazine to inform the Executive Club’s seven million members about the changes to their club and also communicate the ever-increasing range of benefits coming on stream, but much more than that, we wanted to engage with them through the content.