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BA relaunches

Customer publishers Cedar Communications in partnership with web agency Reactive, has re-launched British Airways’ premier gift portal to make it even more user friendly. The website compliments BA’s in-flight High Life Shop! magazine and has been re-developed to coincide with the re-design of the magazine in September. This is believed to be the first time a publishing agency has delivered a combined transactional and content digital brief for a client.

By combining their resources under their new joint brand, Cedar + Reactive, both companies bring their individual expertise to the everyday functioning of Cedar will be primarily responsible for the content on the website whilst Reactive will look after the functionality, back office and fulfilment responsibilities.

The new website,, allows users to read the editorial content in the magazine from the comfort of their homes as well as offering exclusive products online such as BA Collectibles and Concorde memorabilia - many of which can be bought in-flight. The website also contains a brand new Pre-Travel Essentials section where users can get everything they need for their holidays before flying. Additionally, Reactive have developed a ‘gift search’ tool which helps shoppers choose their gifts by offering a selection of products depending on what they are looking for. 

Previously found at, customers will find the new website to be bright, clean and very user-friendly. With its intelligent use of colours throughout to denote different categories as well as the integration of feature articles from the magazine will be more in line with the High Life brand.

Nikki Dodds, Editor, High Life Shop!, said: “I am delighted with this re-launch. It represents a ‘new dawn’ in how publishing agencies might work in the future where a single agency has delivered on a combined brief for a client. I am sure the website will become an essential first point of call for our customers - before and after flying. Packed with great new features and products that can’t be brought on the High Street it will allow our customers to buy and read all the best bits that High Life Shop! has to offer while still on the ground. I am thrilled that the magazine and website now perfectly compliment each other.”