High Life, the 35-year-old in-flight magazine of British Airways, is headed from airspace to cyberspace. The famous rag launched its online incarnation on October 9th. BA hopes that the success of the print version will translate to the online world and raise the airline’s profile amongst travelers. The publisher of High Life’s print version, Ceder, teamed with web development company Reactive on the project. They are aiming to attract advertisers eager to have their name and product associated with High Life. Perhaps they are also hoping that well-heeled cannabis aficionados will happen across the site after Googling “high life” and decide, on the spur of the moment, to book a flight to one of the site’s featured destinations.
The first online issue has a food theme and is guest edited by celeb chef Heston Blumenthal. It seems mainly aimed at gourmets and those with an taste for the upscale aspects of travel. There is a bit of hipness, with contributions by the likes of Hot Fuzz’s Simon Pegg. Still, the site maintains the glossy feel of its printed kin.