MANILA, Philippines – The in-flight magazine of budget carrier Cebu Pacific is among the world’s best airline magazines, according to travel website CNNGo.
Cebu Pacific’s magazine, Smile, created by Singapore’s Ink Publishing, was ranked No. 7 in the list, which was released on Wednesday.
“Smile proves in-flights don’t need to pretend to be Esquire or The Economist -- just to capture the spirit of the places they serve,” CNNGo said of the magazine, which earned top marks for its capsule city guides that include slang and breakfast tips from locals.
CNNGo, which called the magazine “a chipper little underdog,” admitted it was surprised that Smile made the cut, but said its “youthful (and authentically Filipino) charm won us over.”
“No great prose, but zest for adventure prevails. In a recent issue, a phrase-based Vietnam guide, a two-woman Southeast Asia travelogue and an alluring snapshot of Cebuano cuisine all had us reaching for our passports,” it said, adding that the magazine is perfect for “fresh-faced backpackers.”
Cebu Pacific is known for its frequent promotions, with air tickets going for as low as one peso (before taxes and other charges are included).
However, CNNGo criticized the airline magazine for its layout, which it said “smacks of a US teen magazine.”
The travel website of global news giant CNN picked Air Canada’s En Route as the world’s best airline magazine.
“An almost ridiculously tricked-out version of the in-flight concept, Air Canada’s mag is oversized, beautifully designed, generally well-written and essentially snickering at the competition,” it said of the Canadian magazine.
Open Skies of Emirates (“Savvy, graphic, editorially ambitious and giving every impression of oozing cash, this very Brit-inflected mag wings around most of the competition”) second, while KiaOra of Air New Zealand (“Fun, energetic, colorful with an element of cheek”) was third.
The other magazines that made the Top 12 list are: Sky of the US carrier Delta Airlines, Indwe by SA Express of South Africa, Voyager of the UK airline British Midland International, Qantas The Australian Way, KLM’s Holland Herald, Lufthansa Magazin, Go of the US carrier AirTran and Ryanair Magazine.