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BA does the double

Two of Cedar's British Airways magazines won the top prizes at the customer publishing industry's premier awards.

The winners at the 2010 APA International Customer Publishing awards were the oldest and newest titles in Cedar's BA portfolio.

At the grand old age of 37, High Life was described as the "daddy" of customer publishing. In a large field, the inflight magazine beat off competition from Thomas Cook, First Great Western, Odeon, Qantas, Co-Op Travel, VLM Airlines - and its own sister title, Business Life.

By contrast, Up to Speed is very much the rising newcomer. The monthly magazine for all BA staff was launched in June 2010. It took the place of BA's long-running staff newspaper BA News, appearing at a time of high-profile industrial action by some members of the airline's cabin crew and with the company under intense financial pressure.

Up to Speed beat off competition from Virgin, Royal Mail, Serco, Britvic, Exova, New Look and M & S.

Penny Lawson, British Airways head of internal communications, said:

"It was no small challenge to overturn more than 50 years of tradition and replace the weekly company newspaper with a monthly magazine and weekly e-zine.

"Cedar pitched a smart, intelligent proposal, consumer in feel but spot-on in interpreting our need to influence attitudes. They "got it" about needing to appeal to a wide range of audiences too.

"They promised to challenge us when we were too corporate or unadventurous and have kept their word, developing a creative, beautifully produced magazine that has won over our diverse people and achieved remarkable approval ratings from the first issue onwards.

"I have no hesitation in recommending the Cedar team - the best choice of creative partnership I have ever made".

On High Life's victory, Cedar chief executive Clare Broadbent commented: "High Life is such a fixture of the publishing industry that its incredibly high standards of editorial and design are sometimes taken for granted. Not this time. The APA judges found that despite its longevity, High Life continues to innovate, challenge and surprise".

30thNov 2010


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