Available digitally and in print, the guide is designed to connect the innovation communities in these two great cities. It features the best in entrepreneurial travel pit-stops including food carts and live music, craft beer houses and street art, as well as overviews of the tech scenes in both Austinand East London.
Contributors were chosen for their specialised local knowledge and their ability to give passengers a truly insider welcome to their destination.
The responsive-designed digital guide, which includes extra content, is emailed to all travellers in advance of LDN-AUS flights and to relevant loyalty members. It is also being promoted via BA’s social channels.
In addition, a 20-page print version will be available on board all LDN-AUS flights this month and in the BA lounges at Heathrow Terminal 5. It was also supplied to launch events in Austin for the new route, including Hackney House, a pop-up interactive festival co-sponsored by BA at SXSW Interactive.
“This flight links two of the world’s great innovation hubs for the first time, so we really wanted to mark the occasion by helping our customers make the most of their Austin and London experience,” says Gwen Jones, Marketing Communications Manager for British Airways.
“Both Austin and the East End are hotbeds of innovation, so there’s an obvious synergy between the two locations,” added editor Tim Hulse. “Strangely enough, they both have a statue of Nelson – Horatio in our case and Willie in theirs. The more we researched the guides, the more parallels we discovered.”
The guides have drawn praise on both sides of the Atlantic. “It did Hackney, tech city and the East London regeneration proud,” said Andrew Sissons, head of regeneration, the London Borough of Hackney. While Fred Schmidt, from Austin’s Capital Factory startup incubator, described the guides as “awesome work,” adding, “Our Hackney and Austin sister cities stand in gratitude. This is a great testimonial to the power of connected cities.”
Cedar’s portfolio for British Airways has grown during their 40 years’ working relationship. It now includes High Life, Business Life and First Life inflight magazines and websites, as well as content for BA.com. Cedar also produces BA’s retail magazine High Life Shop and its internal magazine Up To Speed, and manages all media sales for the airline.