Cosying Up To Cumberbatch

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.

Fans wishing to bid can visit highlife.ba.com/auction* for more information and full terms and conditions.

Notes to editors:
The Belstaff winter coat is to be auctioned off to the highest bidder in a seven-day auction beginning at 10am on Easter Monday, April 21, 2014 and running until 11pm on Sunday April 27, 2014.
The proceeds from the auction will be donated to British Airways’ Flying Start, a global charity partnership between British Airways and Comic Relief, aiming to raise money to help children living disadvantaged lives in the UK and around the world.
*The highlife.ba.com/auction link will be accessible from 10am on April 21, 2014.
The Belstaff coat’s RRP is £1,795.

About British Airways
British Airways, part of International Airlines Group, is one of the world's leading global premium airlines and the largest international carrier in the UK. The carrier has its home base at London Heathrow, the world's busiest international airport and flies to more than 70 different countries. British Airways carries almost 40 million customers a year and has a fleet of more than 280 aircraft.

About Cedar
Cedar is a creative and commercial content agency with offices in London, Shanghai, Cape Town and Johannesburg. We help brands become effective and profitable media owners. Founded in 1973, the agency creates multi-media content strategies from big idea to execution; integrating magazines, websites, social media programmes, tablet apps, events and integrated sales solutions.

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