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BA already operate ‘once a week’ flights to certain destinations on a Saturday – except that they are flights under Charter to other organisations.
It’s not exactly a surprise that BA are using slots/aircraft when the airport is otherwise quieter – many of the ‘busy European commuter routes’ operate less rotations on the weekend, making these aircraft and slots available.
So clearly BA have done the sums and are willing to try the route and see how it goes. Everyone ridiculed them with their Ibiza route from London City a few years back, and it seems that they (BA) have the last laugh now …