International Marketing Communications
Based on the theoretical foundations, this report could now plan and develop BA’s new marketing theme and key communication message.
To link all of the BA’s communication, education, policy and planning programs
together under a unifying banner
To give greater visibility, credibility and presence to the BA’s efforts
To target various audiences with specific message
To more effectively market BA’s new Terminal 5
The early part of this report has found that BA’s brand image has been damaged due to the fiasco at the new Terminal 5, it is now often relate BA and Terminal 5 to the flight delays and lost bags.
=>> Therefore it is important to change such image by emphasising on the progress and improvements BA has made since Terminal 5’s opening disaster
As the result, based on ART model (Ehrenberg quoted in Smith and Taylor 2002) ,
one example of an overall communication theme is:
‘Try it out, BA is learning and improving.
A theme like this could attract people’s attention, thus to increase BA’s public profile; generate an interest to see what changes BA has made since Terminal 5’s opening disaster and seduce customers to take purchase action.
Key messages will be developed, updated and maintained around issues:
Who is BA, what services do BA provide, how BA operate and why should customer care
Staff and board leadership
Version for the future
Problems and solutions:
What has caused Terminal 5 failure
Who was responsible for what
What lessons has BA learnt
How has BA changed since then
What are the outcomes
State of art new Terminal 5 and its facilities
What latest technologies has new Terminal 5 got Page 7