British Airways launches first regional High Life

British Airways has launched its first-ever regional edition of High Life Magazine, its monthly in-flight magazine.

Flights to South Africa will now contain a unique edition of the title, with more than 50% of the content devoted to Africa.

British Airways flights in South Africa are operated by franchisee Comair, which previously published its own in-flight magazine, Horizons.

Printed by Artisan, the launch issue will have a pagination of 124 pages, although a spokeswoman for Cedar, which contract publishes the title on behalf of British Airways, told PrintWeek that this would vary month-to-month.

The airline has not specified a run-length for the title either, although all flights to the country will take the magazine.

Cedar chief executive Clare Broadbent said: "High Life is already a leading global brand, but now BA customers flying in South Africa will have their own bespoke edition.

"Extending our magazine brands across channel and region is part of Cedar’s vision for growth and we are really excited by the opportunities for Cedar as a creative and commercial content agency, in this region.

"The challenge when making changes to a magazine as well-loved as High Life is to retain the integrity and soul of the existing publication, which we have done by hiring the very best journalists and designers and producing a magazine which we are proud of, and which passengers are going to love."