Built from the ground up

In early 2019, Air Chathams approached Plenty Publishing to develop a quarterly inflight magazine.

They were looking for someone to take ownership of the entire publication. Not just the design, but the structure, content and ongoing delivery.

They had seen what Plenty had produced previously and wanted something of a similar calibre. Something that felt real, well-made and worth picking up.

From the outset, this wasn’t about producing a standard airline magazine. It was about creating something that reflected the regions they fly to and the people travelling through them.

Designed for engagement

The brief was to create a publication from the ground up that could:

• Engage passengers within a short window of time

• Represent the airline and its regions with authenticity

• Integrate advertising in a way that felt natural, not forced

• Be delivered consistently, four times a year.

It also needed to work commercially. Advertisers needed confidence in where their brand sat, and the airline needed something that added genuine value to the passenger experience.

Balanced for commercial impact

Air Chats was built as a fully considered publication from day one.

Each issue is shaped around clarity and flow. A structured layout system, strong typographic hierarchy, and considered pacing allow content to feel cohesive while still giving each story room to breathe.

Editorial and advertising content are treated with equal intent. Ads are integrated into the rhythm of the magazine so they feel part of the experience, not interruptions within it.

The tone stays grounded and local, reflecting the regions Air Chathams connects. Stories are chosen and shaped to feel relevant, readable and worth engaging with.

And while tools have changed over time, the approach hasn’t. Strong writing, clear thinking, and well-crafted content have always been at the core of the magazine. Long before AI was part of the conversation, and still now.

Behind the scenes, each issue brings together content, contributors, advertisers, timelines and print production into a single, cohesive outcome.

Proven over time

Since 2019, Air Chats has been delivered consistently as a quarterly publication and is now a recognised part of the Air Chathams journey.

Reaching over 110,000+ passengers, the magazine extends beyond the flight through both digital access and take-home readership.

It has grown in scale over time, now sitting at a consistent 52 pages, with advertisers returning year on year.

The result is a publication that works on multiple levels, supporting the passenger experience, strengthening brand perception, and delivering ongoing commercial value.