Published on : Friday, April 18, 2014
With April’s issue of British Airways’ High Life magazine featuring Benedict Cumberbatch selling for a startling £50 per copy on eBay, fans can now get even closer to the Sherlock star as the Belstaff coat he wore in the shoot is to be auctioned off to raise money for Flying Start, the airline’s charity partnership with Comic Relief.
Last week, British Airways reported that the magazines were flying off the aircraft, thanks to a feature following Cumberbatch as he takes a Jaguar ice-driving course in Hämeenlinna, southern Finland.
At the height of the media buzz around the article, it was mentioned once every eight minutes on Twitter, where it reached an estimated 7 million people.
As a result of the ‘interest’, the airline has had to re-stock its aircraft with 10,000 copies of the magazine, which is produced by content marketing agency, Cedar.
Abigail Comber, British Airways’ head of marketing, said: “The reaction to April’s High Life has been incredible – Benedict Cumberbatch clearly has some very dedicated fans – so we saw it as a great opportunity to give them the chance to own the coat, and for us to be able to raise some funds for Flying Start to help children living incredibly tough lives in the UK and around the world.”
The auction will start at 10am GMT on Easter Monday, 21 April.
Source:- British Airways
Tags: british airways
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