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Cosying up to Cumberbatch

With April’s issue of British Airways’ High Lifemagazine featuring Benedict Cumberbatch selling for a startling £50 per copy on eBay, fans can now get even closer to the Sherlock star as the Belstaff coat he wore in the shoot is to be auctioned off to raise money for Flying Start, the airline’s charity partnership with Comic Relief.

Content Marketing

Last week, British Airways reported that the magazines were flying off the aircraft, thanks to a feature following Cumberbatch as he takes a Jaguar ice-driving course in Hämeenlinna, southern Finland.

At the height of the media buzz around the article, it was mentioned once every eight minutes on Twitter, where it reached an estimated seven million people. As a result of the interest, the airline has had to re-stock its aircraft with 10,000 copies of the magazine, which is produced by content marketing agency, Cedar.

Abigail Comber, British Airways’ head of marketing, said: “The reaction to April’s High Life has been incredible – Benedict Cumberbatch clearly has some very dedicated fans – so we saw it as a great opportunity to give them the chance to own the coat, and for us to be able to raise some funds for Flying Start to help children living incredibly tough lives in the UK and around the world.”

The auction will start at 10am on Easter Monday - April 21, 2014. Fans wishing to bid can visit highlife.ba.com/auction for more information and full terms and conditions.

Posted in Member news
17thApr 2014


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