British Airline Pilots Association
The British Airline Pilots’ Association (BALPA) represents more than 10,000 pilots with a total of at least 40 million flying hours – the largest collective resource of commercial aviation skills and qualifications in the UK.
Our initial work with BALPA, in 2016, was to overhaul its quarterly member magazine, The Log. Our content proposal for them, however, had always included a digital solution, too. BALPA knew that The Log was an important tool for its members, but that accessing the magazine’s content was difficult for pilots during the cruise portion of their flight, as dimmed lights in the cabin made the print hard to read.
We created a bespoke, downloadable, digital version of the flagship print magazine, with an optimised design, which allows BALPA members to read the magazine wherever they are in the world – even cruising at 40,000ft.
We also created an online version for desktop users, which better supports BALPA’s growing social media following and is an extra draw for advertisers.
The new digital magazine had an immediate and overwhelmingly positive impact, with uplifts in engagement and dwell time far beyond expectations.
It’s great to be able to offer members a sleek, engaging and convenient way to access their magazine, not to mention that we anticipate a future reduction in our print costs as a result. The team at CPL have made the whole process very smooth – we’re incredibly happy with the final result.
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