Case Studies

The Brief
Create an entertaining, profit-making inflight business magazine for passengers on British Airways' short-haul routes.

The Challenge
Business Life is the only dedicated inflight business title. In-depth research tells us readers want an alternative to the more generic High Life and heavyweight titles such as the Economist. The commercial task is equally complex: to carve out a niche without compromising the High Life sales story.

Editorial Response
Business Life is unique. Its mixture of business wit and wisdom combined with sexy features about entertainment, sport and fashion truly lives up to its mantra: "business with attitude". Its sharp and topical business travel section positions BA as the intelligent choice for the European business person.

Results

• BSME editor of the year (Tim Hulse): 2004, 2005, 2007.
• APA most effective travel and leisure magazine: 2005, 2006.
• Ad revenue increase year-on-year: +13%
• Increase in profits to Ba: +10%
• High profile interviews with Philip Green, Zara Phillips, James Caan