British Airline Pilots Association

Creating a new content app to solve an industry-specific member engagement issue

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 a total of at least 40 million flying hours – the largest collective resource of commercial aviation skills and qualifications in the UK.

The challenge

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.

The solution

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 results

Engagement

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.

Charlotte Branson, media officer
BALPA

Other projects