New Horizons for British Airways’ customers

With 60% of BA customers falling within the LSM 9 and 10 categories and 55% of them being business travellers, the magazine will be received by a largely executive and affluent readership.

Editorial director Neil Bierbaum says that the magazine respects that the sophisticated BA business and leisure traveller is an expert in his or her life and career: “They don’t want information that they already know, or that they know where to find. Where they may need assistance,” he explains, “is finding new ways to reward themselves for all the hard hours they put in.”

The publication will deliver local, African and international destinations through large format, vivid photography and succinct, eloquent writing. Besides helping readers to dream of holiday destinations, the magazine will also offer entertainment in a variety of manners including celebrity profiles, restaurant reviews and a regular calendar of events around which readers can plan possible networking opportunities.

Publisher Paul Ingpen comments: “Horizons will deliver world-class, differentiated content in a stylish manner, incorporating superb production values to a suitably sophisticated audience.’

Stuart Cochrane, BA executive manager of marketing and communications, adds, “Our customers’ needs and expectations of service delivery have evolved over the years and I am confident that with this new and exciting publication we will be offering them a product that reflects current and future trends.”