Bmibaby hands magazine relaunch to Rare Publishing

The value airline Bmibaby has appointed Rare Publishing, the Chime-owned customer publishing agency, to relaunch its in-flight magazine.

The magazine, currently called babyonboard, was previously published by PSP. The new name of the title, which launches in February, has not yet been revealed.

The publication will be edited by Rare's editor-in-chief, Matthew Cowen, and art directed by the creative director Marc Backwell, who won an APA award for his design of British Airways' in-flight magazine Hi-Life, produced by Cedar Communications.

The magazine will use features on up-to-date entertainment to highlight the airline's destinations. The first issue will include a feature on the forthcoming movie Ocean's 12. The feature will serve as a guide to Amsterdam, where it was filmed, for its stars Julia Roberts, George Clooney and Brad Pitt. Another feature showcases Prague in an article about the Terry Gilliam-directed film The Brothers Grimm, starring Heath Ledger and Matt Damon.

Cowen said: "Passengers on bmibaby won't just be getting an imitation of a traditional in-flight magazine; they'll have something genuinely innovative, with a personality that's as challenging as the airline itself. Watch this space."

The title will be published ten times a year, with the July/August and December/January issues combined.

The appointment follows that of Redwood to handle sister airline BMI's in-flight magazine Voyager.

The first issue of Voyager will be published in January following a relaunch and an increase in circulation from 30,000 to 60,000 for ten issues of the year.

Voyager was also previously published by PSP.

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