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International Marketing Communications

KAI JIAO

Based on the theoretical foundations, this report could now plan and develop BA’s new marketing theme and key communication message.

Purpose:

  • 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

Theme

  • 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:

  • a.

    Around BA

    • Who is BA, what services do BA provide, how BA operate and why should customer care

    • Staff and board leadership

    • Version for the future

  • b.

    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

  • c.

    State of art new Terminal 5 and its facilities

    • What latest technologies has new Terminal 5 got Page 7

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