British Airways plans to unveil a website later this week based around its in-flight magazine High Life.
Bahighlife.com is designed to be an experiential travel website drawing from current contributors to the monthly edition as well as content from short-haul title, Business Life.
BA is aiming the website at discerning travellers who want to research unique and unusual destinations, events, trends, products and services.
High Life editor Kerry Smith says: “Our readers are always looking for original things to do, off the beaten path. They’re style-conscious, without being trendy – and they’re hard to reach in conventional media”.
The new site coincides with the October issue of High Life – a food-themed issue with chef Heston Blumenthal as guest editor.
Bahighlife.com follows the launch of Metrotwin, a BA website dedicated to user-generated content from frequent flyers between New York and London.