Cedar already publish the in-flight magazines High Life, Business Life and First Life for the airline as well as BA's internal and in-flight retail magazines.
"This is an important time for the Executive Club," commented Editor Charlotte Swift of Cedar. "The re-launch reinforces the importance BA place on customer loyalty and is part of a £5bn investment programme BA is making across the whole airline on new aircraft, lounges, and technologies.
We wanted the new magazine to inform the Executive Club's seven million members about the changes to their club and also communicate the ever-increasing range of benefits coming on stream, but much more than that, we wanted to engage with them through the content. However experienced a traveller you are there are things on the site that you don't know. Places you have never been to. Experiences you have never had."
Features in the first edition of the magazine include Rebus author Ian Rankin revealing the place in Edinburgh he would prefer to keep a secret. There is a Time Poor Guide to London, featuring three things to do in Mayfair that don't involve shopping. Soho's "secret noses" and a guide to the city's conceptual chefs - all for people with hours rather than days to spend.
Shopping in New York goes "beyond the crowds" as a local expert introduces readers to places to buy hand made hats and watches on the Lower East Side; boutique fashion in the West Village, vinyl record shops in East Village and a variety of one-of-a-kind stores in Brooklyn. Each area has its own "pit stops" for eating and drinking.
"We also wanted to have a bit of fun," said Charlotte Swift. "In this first edition there is a personality test designed to recommend the typeface that best reflects the sort of person you are."
The Club, which has been published in nine languages (English, French, German, Spanish, Italian, Latin, Spanish, Latin Portuguese, Chinese and Japanese), has been emailed to Executive Club members and is also posted on airline's main website.