INFLIGHT BROCHURE MONITOR |
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Airline: British Airways Title: High Life Shop! Frequency: 12 times a year Pagination: 104 pages Category allotment: Fragrances 15 pages, Skincare 5 pages, Jewellery 5 pages, Watches 7 pages, Accessories 7 pages, Sunglasses 7 pages, Travel Essentials 1 page, Children’s Gifts 11 pages, Travel Souvenirs 2 pages, Confectionery, Spirits and Tobacco 6 pages Emphasis on local products: Strong Quality of paper: Good Picture reproduction/photography: Excellent Pre-order: Yes Website preview available? Yes, but not as a PDF download Website sale available: Yes. www.ba.com/giftshop Source: ©The Moodie Report |
UK. British Airways is certainly a good ambassador for British brands. Its High Life Shop! inflight brochure features international luxury brands as well as very British labels such as Lulu Guinness, Jo Malone, Links of London, Simon Carter and Asprey. The A4-size book comes out monthly, and is given a glossy consumer magazine treatment.
The cover of November/December 2005 issue features “Scotland’s finest and Ireland’s sweetest”, namely Glenfiddich Caoran Reserve Scotch whisky and Lily O’Brien’s chocolates. The back cover features the Chanel No 5 fragrance campaign with Nicole Kidman.
Excitement starts on the welcome page where the reader is informed of the latest brands available onboard, the service on offer, how to pay and how to collect Executive Club Bonus Miles through inflight purchases.
Shop!Front on page 6 and 7 features suggestions on what to get loved ones for Christmas. Again, the Executive Club Bonus Miles scheme is reinforced here.
The product listing starts in full force on page 25 in the Shop! Directory, but before that, the reader’s shopping appetite is roused by colourful features on Christmas celebrations the world over, the different fragrance families, the reinvention of the watch by Raymond Weil and celebrities’ favourite MP3 playlists.
After a Jennifer Lopez Live ad and another BA Bonus Miles promotion, the reader is presented with the directory – a smorgasbord of 15 pages of Fragrances, five pages of Skincare, five pages of Jewellery, seven pages of Watches, seven pages of Accessories, seven pages of Sunglasses, a page of Travel Essentials, 11 pages of Children’s Gifts, two pages of Travel Souvenirs, and six pages of Confectionery, Spirits and Tobacco, plus advertisements.
Prices are quoted in pounds sterling only. Photos of products are reproduced brilliantly – the whole book is a showcase of excellent packshots.
Editorial content is dotted here and there. Jo Malone shares some travel tips in the Fragrance section, while BBC television presenter Angellica Bell speaks of her toy collection in Children’s Gifts.
High Life Shop! features a wide selection of children’s products, which is laudable, as the sector is often overlooked by many airlines.
Page 102 pitches the online shopping service available at www.ba.com/giftshop. Travellers can pre-order items onboard their flights by having them added to a Wishlist. A spend of over £50 will earn discount vouchers of up to 10%.
Terms and conditions, customer charter and details on credit cards are available on page 103, which also explains briefly the duty paid and duty paid allowances on tobacco, spirits, fragrances and gifts from European Union countries, non-EU countries, Canada, Hong Kong, the US and Australia.
The British Airways brochure certainly pitches the airline’s attractive wares with enthusiasm and excitement – something for inflight brochures to aspire to.
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