03/06/04   Square One gets on board with Brittania Airways Britannia Airways has appointed independent contract publishers, Square One to create editorial for their in-flight customer magazine, Skystore. Britannia offers a network of holiday flights from the UK and Europe to destinations around the world. The carrier is now part of the 'World of TUI' group of companies (which also includes Thomson and Lunn Poly) and the magazine is an important element of the in-flight product. Britannia's Phillip Hadden says, "Skystore's core objective is to supplement onboard revenue by helping customers purchase products and in-flight entertainment, we can achieve this through a quality magazine that entertains, informs and hooks into all the positive feelings passengers associate with holidays." The quarterly magazine will be published in April to coincide with the launch of the new retail range. Over 105,000 copies will be printed and read by an impressive 8 million passengers. Typical pagination will be 136-pages which includes a 4-page cover of which 34-pages are editorial. As the Britannia Skystore audience is extremely diverse the magazine will appeal to different ages, sexes and tastes by covering a broad range of subject matter and editorial styles. The key factor Britannia customers have in common is that they are holidaymakers, therefore Skystore will enhance and reflect the excitement that going on holiday generates. Each issue will be packed with product information, shopping pages, celebrity interviews, travel, fashion and entertaining features. Simon Chappell, Director at Square One explains, "We are delighted that Britannia Airways have appointed Square One to develop the editorial in Skystore. We aim to make it livelier, fun and entertaining, by increasing celebrity coverage and showcasing in-flight entertainment, all of which will help improve its effectiveness. Skystore will stand out from its competitors and become essential reading for Britannia passengers. Our aim is to make passengers feel inspired, excited and put a smile on people's faces."