British Airways is taking a page from the Internet playbook, adding puppies and kittens to its roster of in-flight entertainment.
The airline is adding our furry friends to its "Slow TV" options, which aim to provide customers with a low-key, relaxing viewing experience. Earlier this year, British Airways added other "slow" videos, including a film of an entire seven-hour train ride through Norway.
Dogs and cats will get their own dedicated channel, called "Paws & Relax," beginning in September. The channel will include a variety of programming selected by content marketing agency Spafax, which "focuses on engaging the consumer in transit." The shows for the British Airways launch include Simon's Cat about a man and his cat, America's Cutest Dog, which includes lots of adorable canines and The Secret Life of Cats, which follows house cats' adventures.
Airlines are using in-flight entertainment as a way to stand out to consumers. Delta Airlines added free streaming-video programming to some flights as of Aug. 1, and claims to have the most free options of any carrier.
As part of its launch, British Airways is also partnering with shelter Battersea Dogs & Cats to highlight some animals that are looking for homes. Featured pets include Sky, a Siberian Husky; Alfie, a French bulldog-pug mix; Angelica, a three-month-old Staffordshire mix; and Karma, Karis and Knight, three seven-week-old kittens.