British Airways is set to mark its centenary year by honouring customers with 100 acts of kindness in 2019 as part of its 'BA Magic 100' campaign.
The move will build upon the airline's existing 'BA Magic' push, which has seen it arrange everything from surprise proposals to money-can't-buy experiences for travelers.
Over the past two years, the carrier's commitment to carrying out acts of goodwill has impacted kids like Majorie, who after undergoing cancer treatment was given the chance to fulfil her lifelong dream of becoming cabin crew.
To kick of the 'BA Magic 100' campaign last year it helped Joe Brentford – who had recently suffered a life-changing brain injury – make a return journey to Sydney with his wife Liz (above).
For Christmas 2018 it also whisked away four children to New York for Home Alone 2-style trip.
Alex Cruz, British Airways’ chairman and chief executive officer said: “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.
"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."
To get involved in the initiative, people can share their own stories on Facebook, Twitter or Instagram using BA's hashtag #BAMagic100.
It's expected that BA will roll out a wider centenary campaign later this month.
The brand recently made its first return to TV advertising since 2012 with a spot thanking customers for donating a total of £20m to Flying Start, its charity partnership with Comic Relief.