The UP – inflight magazine celebrates this month a decade of existence. During these years, TAP’s inflight magazine traveled around the world plenty of times in its innumerous editions, being recognized as one of the best in the world. In the last edition of World Travel Awards (WTA), in San Petersburg, UP was elected the best inflight magazine in Europe, for the third time in a row.
However, there’s stories and curiosities that you certainly don’t know about this issue. Born in 2017, in the scope of the image rebranding that the Company was going through, UP came to replace the Atlantis magazine, completing 27 years at the time. The first name proposal was “Upgrade”, the only point of the initial project immediately vetoed, according to Paula Ribeiro, UP’s director. “I had, at the same time, a happy feeling – every journalist getting on board on TAP’s airplanes was dreaming about doing the inflight magazine – and I had also a panic feeling. One emotional and the other rational. Rationally, the challenge of doing an editorial project for such a heterogeneous target is scary”, Paula Ribeiro confesses.
After 121 editions and over 20 thousand pages, the magazine’s director states that nothing compares to the feeling of receiving the congratulations of a cabin crew member about a specific edition or a Passenger’s e-mail praising the magazine, telling how he/she found out new places, learned something new or started to see Portugal with a different eye. In September, only one month of the Company’s operation, over 3,1 million Passengers had contact with UP. “It’s an enormous pride to publish articles signed by the most important Portuguese writers and also to publish the book “Portugal vale a pena!” (Portugal’s worth it!), by Leyla, with the first five years of UP. Great journalists, photographers and illustrators passed by these editions and we showed Portugal from north to south, from east to west, including Azores and Madeira”, remembers Paula Ribeiro.
The covers of the various editions of the magazine turned out to be, undoubtedly, one of the UP’s iconic images, which idealization and execution involve dozens of professionals, such as photographers, designers, models, make-up artists and film-makers. “The pages of the cover’s making of, in the beginning of the magazine, are the most wanted by our frequent Passengers, including Luís Araújo, Tourism of Portugal’s President, who confessed to us in the last ceremony of WTA, in San Petersburg, that he starts to read UP by the making-of part” reveals Paula Ribeiro.
There were various the covers that involved Portuguese stylists and artists, always aiming to humanize the main goal of each edition. The highlights are Dino Alves with his dress in UP’s no. 2 issue, the Storytailors with the “Fernando Pessoa” skirt, which had the poem “Lisboa Revisitada” printed on, in June of 2013, the recreation of “Baco” by Caravaggio, personified by Catarina Wallenstein, in October of 2013’s edition, and the simplicity of Fátima edition, in last May.
Another curiosity is the presence of “Santo António” (António Saint) in all editions of UP. Paula Ribeiro explains the two reasons for this presence: “in the first number, which was dedicated to Lisbon, it was inevitable, because it is part of the city’s history. After that, I think not many know this, the given name of “Santo António” is Fernando de Bulhões and since he was born the day before – 12nd of June – Eng. Fernando Pinto has this name. I truly believe that it was “Santo António”, born and raised in Lisbon, that brought me to TAP exactly 30 years ago and it is because all of this that he’s always in our pages, to bless TAP and us all.”
Believe it or not, here’s the photo of this month’s edition and the challenge to find him in the others UP’s editions.