British Airline Pilots Association

To relaunch a bold, contemporary publication for a well-established association

Sector

  • Membership

Expertise

  • Content strategy
  • Editorial
  • Design
  • Commercial

Deliverables

  • Print magazine
  • Media sales

Awards

  • Shortlisted in the CIPR Excellence awards – best internal publication
  • Shortlisted in MemCom 2017 awards – best relaunch
  • Shortlisted in the IoIC National Awards 2017 – best magazine

The client

The British Airline Pilots’ Association (BALPA) represents more than 10,000 pilots. With at least 40 million flying hours, it is the largest collective resource of commercial aviation skills and qualifications in the UK.

The challenge

After a competitive pitch process, CPL was appointed to take responsibility for the design, print, media sales and production of BALPA’s quarterly membership magazine, The Log. Having been in existence for an impressive 77 years at the time the contract was awarded, the organisation was looking for a more contemporary feel for its flagship magazine, as well as a presentation that would enhance its prestige and impact. As the magazine is one of the main channels for communication with its members, BALPA also wanted to develop the content to suit a wider audience. 

The solution

CPL worked with BALPA to produce a vibrant and engaging magazine, with a new paper stock and size to help create a more visually dynamic publication.

Each issue, CPL’s content lead works closely with the BALPA editorial board to ensure a wide range of useful, informative and thought-provoking content for BALPA’s members.

The design team have developed the style of the magazine to bring the content to life, and use bold graphics and dramatic images to add punch. 

The results

90%

of members read The Log regularly, with 77% reading every edition

91%

of members consider the publication good or excellent

Shortlisted

for three prestigious awards

“We are delighted with the creativity and expertise of the team at CPL, who worked closely with us throughout the relaunch of our flagship magazine. As well as being popular among our members, it fits our brand and the magazine’s strategic objectives.”

Charlotte Branson
media officer

Other projects