|Publication Restructured to Meet the Changing Needs of Travelers|
Pohly & Partners, Inc., a Boston-based customer communications company, today announced the debut of the redesigned Continental, the inflight magazine of Continental Airlines. With a fresh, bold look and many new content sections, the publication now reflects the broader interests of a diverse readership and captures the excitement of travel.
The new Continental -- "Where Ideas Fly" -- was deliberately designed to be an anticipated diversion, not a magazine of last resort during a flight. Articles are shorter and more varied in topics to appeal to both business and leisure travelers looking for quick, well-written, information on a variety of topics.
"Continental magazine's new look and feel is really a reflection of the changing times," said Editor Michael Buller. "We made a conscious effort to inject a little more fun and flair, a little more boldness into the publication. We recognize that our readers may be looking to the magazine with very disparate needs. The new magazine gives a little bit of something for everyone."
Extensive research helped Pohly & Partners reevaluate Continental's content and migrate it toward a balance of leisure and business editorial. New sections include: Go, short items on the latest travel hot spots and events, restaurants and bars, sports and entertainment, shopping, style and education; Idea Makers, profiles of people who inspire in the worlds of business, entertainment and sports; Been There, a first-person travel narrative; The List, eight great destinations tied together by a common theme; and Fit to Travel, advice on how to stay healthy and active in different cities. Varying in length from 300 to 1,500 words, the articles are written by award-winning business and travel writers from across the globe.
The February issue of Continental features executive profiles on Johnson & Johnson's Al Mays and Credit Suisse's John Mack, a colorful first-person travel piece on exploring the Inca Trail, insight on why wine cellars are the new essential accessory, and advice on why research is the key to building a solid investment portfolio. The publication is available on all Continental and Continental Express flights.
"The new Continental is indicative of our strong understanding of, and dedication to, covering what is important to today's readers," said Diana Pohly, publisher of the magazine and president of Pohly & Partners. "We are striving to be more in touch with Continental passengers than ever before. Research tells us that they are focused on business today and leisure tomorrow. Readers are passionate about financial and business matters, but like to keep up with the latest trends in fitness, travel and shopping. Continental represents an airline that is truly in touch with its passengers and connected to the future of airline travel, and the redesign reflects that customer commitment."
About Pohly & Partners
A pioneer in the emerging discipline of customer communications, Pohly & Partners specializes in creating and advancing dynamic programs that drive emotional relationships with a company's customers and best prospects. Pohly & Partners' service offering comprises consulting, custom publishing, online content and creative services. The company works with world-class brands and major associations that include Continental Airlines, Fidelity Investments, DaimlerChrysler, General Motors, Verizon, Western Union, The Direct Marketing Association and the UAW. Pohly & Partners is a privately held company headquartered in Boston. For more information, visit www.pohlypartners.com.
Continental Airlines is the world's seventh-largest airline with more than 2,200 daily departures to 127 domestic and 96 international destinations throughout the Americas, Europe and Asia. With 42,000 mainline employees, the airline has hubs serving New York, Houston, Cleveland and Guam, and carries approximately 41 million passengers per year. Fortune ranks Continental one of the 100 Best Companies to Work For in America, highest among major U.S. carriers in the quality of its service and products, and No. 2 on its list of Most Admired Global Airlines. For more company information, visit continental.com.
(a) Source: The American Customer Satisfaction Index