British Airways targets growing niche audience

Posted by Savita Sauvin on January 15, 2010 at 4:30 PM

Newspaper publishers aren't the only ones looking to better capitalise on target audiences. British Airways will take advantage on the growth of the premium leisure traveller audience by launching a quarterly luxury magazine devoted to premium holidays.

The Collection will be published by Cedar Communications, which debuts this month as an exclusive mail-out to 60,000 BA Executive Club members and existing valued customers of BA Holidays, MarketingWeek reported.

"The premium holiday sector continues to perform well and the introduction of this new luxury magazine will further strengthen our offering, acting as a powerful marketing tool. We have a great relationship with Cedar and are pleased to be introducing a new title with them," said Claire Bentley, managing director of BA Holidays, told MediaWeek.

The Collection will showcase the best long-haul and short-haul destinations, along with features from experts in the leisure and travel industry in areas such as golfing or diving, as well as tips from BA's travel experts. The launch issue will feature new additions to the BA flight schedule, which will include destinations like the Maldives, the Dominican Republic and Sharm-el-Sheikh, and also popular holiday destinations like New York, Media Week reported. The launch of the magazine will be promoted by e-mail marketing campaigns and special promotion offers through ba.com, according to a statement.