South Africa has been selected to produce the first localised edition of High Life, the popular international British Airways in-flight magazine. Produced by Cedar SA, a division of Cedar Communications, High Life South Africa will launch on 1 April with 128 pages of colourful content, and a strong emphasis on Africa.
The magazine’s South African editor is Sonya Schoeman, the highly respected former editor of Horizons magazine, and seasoned travel journalist Adelle Horler is the South African content director.
High Life South Africa will continue its parent magazine’s history of engaging noteworthy contributors and celebrated photographers, but with a distinctly African flavour and attitude, says Schoeman. Roughly 50% celebrates southern Africa and the continent as a whole, while the rest is High Life’s coverage of international destinations. High Life’s global editorial will continue to be run by acting editor Harriet Cooper.
‘The launch of High Life South Africa is an extension of Comair’s commitment to our South African customers and our focus in showcasing the authenticity of not only Southern Africa, but Africa as a whole. We have seen a significant growth in southern Africa and High Life South Africa will help market our beautiful destinations and showcase the vibrant talent on this continent. We are particularly pleased to know that editorially, the coverage will be almost equally divided between our African and international routes’ says Heidi Brauer, Executive Manager: Group Marketing BA, Comair & SLOW.
‘As High Life approaches its fortieth birthday, we are extremely proud to launch High Life South Africa,’ said Clare Broadbent, CEO of Cedar Communications. ‘High Life is already a leading global brand, but now British Airways customers flying in South Africa will have their own bespoke edition. Extending our magazine brands across channel and region is part of Cedar’s vision for growth and we are really excited by the opportunities for Cedar, as a creative and commercial content agency, in this region.’
In true African style, ’50 Wildest African Experiences’ is the theme of the premier issue, but don’t expect safaris and sundowners here. From AfrikaBurn, the annual Karoo festival where ‘burners’ swing gigantic balls of fire through the air, to a Pygmy-guided encounter with lowland gorillas in the Central African Republic, to ‘Nollywood’, Nigeria’s edgy film industry, this colourful collection defines the exciting hybrid of natural wonder and urban madness that is Africa today.
The debut issue also launches a ‘Got the Shot’ travel photography competition – open to professionals and amateurs – with a snappy win: six nights in three of Namibia’s most photogenic locations: Little Kulala in Sossusvlei, Damaraland Camp in the Huab River Valley, and Ongava Lodge near Etosha Game Reserve.
Jazz songbird Sibongile Khumalo is the subject of the issue’s ‘Destination Africa,’ which features a frequent African traveller of note, and Khumalo lets us in on her ‘Fabulous Five’: theatre, market, city, bed and jazz club. There’s an expert’s guide to running the Two Oceans Half Marathon from biokineticist and Runners’ World coach Kim Woolrich, and an article by food journalist Anna Trapido on the latest bar trend that combines science with hooch – molecular cocktails.
Interesting guest contributors add local colour, such as blues star Dan Patlansky, who talks about his first big gig at KwaZulu-Natal’s Splashy Fen music festival, and actor Rob van Vuuren, who ‘phone chats’ with the owner of the new Alexander Bar in Cape Town. These are just some of the hot destinations and not-to-be-missed events covered in this exciting new collaboration.
High Life is also available at SLOW lounges in Cape Town and Johannesburg, accompanying passengers throughout their journey.
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