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  • Chidozie Uzoezie

PaxEx: British Airways Launches New Channel on IFE System


British Airways has launched a new channel on its inflight entertainment system dedicated to sharing heart-warming customer stories in which the airline has had a hand in adding a special touch of magic.

The new channel known as ‘BA Magic’ includes seven short films which feature customers being surprised, after writing in to the airline with a special request.

The stories take viewers to all corners of the globe from destinations like Cyprus, Las Vegas, Hong and Kong to Australia.

The emotionally-charged videos include family reunions, a marriage proposal and a special Christmas wish granted.

The most popular video to date has been the story of Joe Dowd, a 47-year-old gentleman whose life changed overnight after suffering a brain injury which left him with significant physical and cognitive challenges. The video sees Joe, previously a high-flying business traveller, taking his very first steps back on an aircraft as he makes the emotional journey to see his family in Ireland.

To support the campaign, British Airways has also been granting wishes for other customers who have written in to the BA Magic team.

The most recent surprise was granted for the England Deaf Rugby team when they checked in at Heathrow on their way to Australia last week with a special desk for their departure and flight crewed by members of staff who were able to sign, and ensure they were given the VIP treatment on their journey.

You can follow the BA Magic videos on www.britishairways.com/bamagic

#BritishAirways #PaxEx

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