BA took financial and strategic considerations into account before deciding that Cedar was the best supplier in the current market, according to BA inflight media manager Andrena Pullen.
"The Cedar team continues to challenge themselves, and us, to make our media more relevant and hard-working than ever," she said.
BA Media, managed for the airline by Cedar, continues to sell media opportunities for the inflight magazines. These include the flagship High Life and Business Life titles, as well as recent creations First Life for the first class cabin and High Life Shop!, the new incarnation of Shopping the World.
Clare Broadbent, Cedar managing director, in said: "Revenue is higher than at any point since September 2001 and there's a great feeling of creativity and expansiveness around the business."
Cedar is currently working on online media concepts for BA.
The last and only time the contract has been contested in a competitive pitch was in November 2000, when Redwood almost took it from Cedar, when it was known as Premier. Cedar has published High Life since 1973.
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