Cathay Pacific has replaced the print edition of its Marco Polo Club magazine with a digital and iPad edition for its elite club members.
Launched in late June, the digital magazine was created by loyalty marketing group ICLP and furthers the airlines digital strategy, which already includes several iPhone and iPad applications.
The new Marco Polo Club application is available as a free download from the iTunes App Store.
The iPad edition received more than 1,000 downloads in the first week.
Grace Poon, marketing communications manager at Cathay Pacific Loyalty Programme, described the launch as the next step in its evolution to engage with club members.
The digital magazine can be accessible by Diamond, Gold, Silver and Green members and provide them with updates from the Marco Polo Club, Cathay Pacific, Dragonair and other Club partners.
Additional exclusive content includes insightful travel articles, destination features, hotel information, news and events from Hong Kong and cities around the globe.
Stephen Hay, regional director ICLP Asia Pacific, said Cathay Pacific has been a valued client for more than 10 years, and the current project strengthened its long standing relationship.