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Airport Bulletin

British Airways launches Chinese edition of High Life magazine

Time:2015-03-13
British Airways today announced that it will launch a Chinese edition of its highly popular in-flight magazine, High Life.

Starting from June, the Chinese edition of High Life will be available on all flights from Beijing, Shanghai and Chengdu to London and will be published on a quarterly basis.

High Life, created by content marketing agency Cedar, is renowned for its editorial quality. The Chinese edition will explore the contemporary cultural trends in Britain and China, from shopping to arts to dining.

“A key feature of the Chinese edition of High Life is that its contents are genuinely tailored to the Chinese audience, instead of just being translated and adapted from the international edition. We want to make sure that the stories provide our Chinese customers with relevant, entertaining and useful information for visiting Britain,” said Richard Tams, British Airways executive vice president China.

A glimpse of the inaugural edition of the Chinese High Life illustrates this editorial approach, featuring top tips from actors Fan Bingbing and Benedict Cumberbatch for Chinese travellers to London:

London in the Eyes of Fan Bingbing
Fan Bingbing is arguably one of the hottest actresses in China with her participation in several domestic and international blockbuster movies and TV programmes. She is also regarded as a fashion icon because of her frequent appearances on the red carpet.

“Like Paris, New York, Milan and Tokyo, London is a trend-setting city of the world. Its contemporary taste perfectly integrates the aesthetics of Romanticism with classical preppy style,” said Fan.

“For shopping in London, I usually go to Westfield and Harrods where you can find nearly all luxury brands. I also like to visit some boutiques and second-hand vintage clothing shops.“

“If my schedule allows, I like to visit modern art exhibitions at Whitechapel, Saatchi and Barbican gallery.”

“Westminster Abbey is one of the most beautiful buildings I have ever seen. I was impressed by its Gothic architectural style from the first glance.”

Tips from Benedict Cumberbatch on Visiting London
Benedict Cumberbatch is probably the best known English actor in China currently. He acquired a fervent Chinese following when close on 70 million people there fell for the BBC’s Sherlock.

“For a great view of London, walk over Waterloo Bridge, stop in the middle and look both ways – east to St Paul’s and beyond, west to Big Ben and the Palace of Westminster.”

“I also love the view from the top of St Bart’s Hospital, which traces its history back to the 12th century.”


“I also like Yalla Yalla, a great Lebanese restaurant just off Berwick Street in Soho. Try Brindisa around the corner in Broadwick Street for fantastic tapas. If you want a great vegetarian fest, go to The Gate in Hammersmith.”

Ends


Notes to editors
About British Airways
British Airways’ route network currently serves more than 179 destinations in 75 countries. The airline has been flying to mainland China for over 30 years and currently offers daily flights from Beijing and Shanghai to London, and five flights a week in summer schedule as well as three flights a week in winter schedule from Chengdu to London. Now travellers can also book flights on ba.com to travel to the UK and Europe from Chongqing, Changsha, Fuzhou, Hangzhou, Ningbo, Nanjing, Sanya, Wuhan, Guangzhou and Xiamen via Beijing, Shanghai or Chengdu on Air China, China Eastern Airlines or Hainan Airlines or via Hong Kong on Cathay Pacific or Dragonair.

British Airways is investing £5 billion in new aircraft, smarter cabins, elegant lounges and new technologies to make life more comfortable in the air and on the ground.

The airline operates the majority of its flights from Terminal 5, its state-of-the-art home at London Heathrow. This terminal is capable of handling 30 million customers a year and is the size of 50 football pitches. In March 2014, Terminal 5 was named by Skytrax as the Best Airport Terminal for the third year running, based on surveys of 12 million frequent travellers. It also won the Best Airport Shopping award.

In October 2014, British Airways was awarded the Best Airline, Best Short-Haul Airline and Best Frequent Flyer Programme by Business Traveller for the second year in the row.

For further information, please visit ba.com.




British Airways press office contacts

Paradigm Communications
Beijing Office           Shanghai Office
T: (010) 8580 0783         T: (021) 6360 5511
Cherry Zhang            Seara Zhong
E: cherryzhang@paradigm.com.hk  E: searazhong@paradigm.com.hk
Zora Zhao              Shaley Han
E: zorazhao@paradigm.com.hk    E: shaleyhan@paradigm.com.hk
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