British Airways launches acts of kindness campaign to kick-off centenary year

Mark Johnson's picture
by Mark Johnson

The UK national carrier is making a return to its hugely successful ‘BA Magic’ campaign, which was launched in 2017.

‘BA Magic’ saw the airline dig deep into the stories of its passengers. The carrier got stuck in and helped arrange everything from marriage proposals, reuniting loved ones, arranging money-can’t-buy experiences and creating holidays of a lifetime. 

'BA Magic 100' campaign features 100 acts of kindness

The new campaign, called ‘BA Magic 100’, was launched with a compelling video (below) telling the story of Joe Brentford – who had recently suffered a life-changing brain injury – make a return journey to Sydney with his wife Liz.

Acts of kindness: BA Magic 100 campaign

“We’re honoured as an airline to be involved in hundreds of special journeys every day of the year and we witness some amazing moments”, said Alex Cruz, British Airways’ Chairman and CEO. 

“Our colleagues across the airline often go to incredible lengths to make our customers’ journeys special, but we know there are many people that deserve some BA Magic, which is why we’re going to mark our 100th birthday with 100 acts of kindness.”

The airline is inviting people to share their stories on Facebook, Twitter or Instagram using the hashtag #BAMagic100. 

BA also ran a promotion this week, offering flights around the world for £100 each way, as part of its 100 year birthday celebrations.

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