British Airways Magic 100 2019 is the British Airways centenary (as well as that of KLM), and as part of that the airline will be staging a “Magic 100” programme, involving 100 random acts of kindness. The first of those was a Christmas “Kevin” themed trip (paying homage to the film ‘Home Alone’ and the main character Kevin) to New York for four deserving kids, along with their parents. The kids in question included Belal, who lost friends in London’s Grenfell Tower Fire tragedy in 2017, Mayana and Sophie, two cancer sufferers and Bradley who lost his sister in a car crash. During the three-day trip, British Airways unveiled a variety of movie-esque experiences including a stay at the iconic Plaza
Hotel, ice skating in Central Park, a visit to the Rockettes show at the Radio City Music Hall, toy shopping in the newly re-opened FAO Schwarz and an ice cream feast in the Plaza Hotel’s most exclusive and prestigious guest room, The Presidential Suite - including a meeting with a Donald Trump lookalike. A number of British celebrities came on board to make the trip memorable for the kids. The campaign was developed by W Communications in partnership with Starstruck Media and DMB. We’ll be covering more of the BA Centenary and Magic 100 programme in later issues throughout the year.
Airline Marketing Monthly - January 2019
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