New inflight magazine +852 replaces Hong Kong Airlines' Aspire title and has a completely new look and feel—but will be produced by the same publisher, Ink, which also handles all media sales for the airline.
The magazine will focus heavily on Hong Kong trends and news, but the central story each month will see a writer undertake a "challenge", helping readers to explore a new city. In the December kick-off issue, for example, writer Kate Springer travels to Los Angeles to eat as many dishes as she can in 12 hours.
+852 is touted as a "unique advertising opportunity for brands" given that Hong Kong Airlines is the city's fastest growing carrier, with passenger numbers expected to double by — wait for it — 2037.
The airline also debuted its new economy flight meals, which will be available this week, at the magazine's launch party in Hong Kong.