This audience is made up of people who are socially progressive, hyper-connected and well-informed. They prefer quality/premium brands, but also appreciate and understand value-for-money options. As a socially aware audience they are constantly up to date with current affairs. Complimenting their interest in current affairs is their passion for food and wine, sport, travel, entertainment and wellness. They come from higher AB socioeconomic backgrounds but still seek value for money experiences such as travelling premium economy.