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International Marketing Communications

KAI JIAO

  • To inform ex, current and future customers about the issues at new Terminal 5 and

showing them the progress and improvements which have been made since then

Key audience

  • Internal: BA and BAA management board; key stakeholders; high street retailer at

the Terminal 5

  • External: influencers; general public

Strategy

  • A mixed of pull, push and profile strategies will be applied

Proposed Annual Budget

  • £0.7 million (out of £10 million total budget)

Tactics

  • a.

    New Bureau – Information based website (£0.1 million)

    • Use web as a channel to connect with reporters

    • Place related articles and resources specifically for reporters to use

    • Issue regular updates for media and direct them to web based bureau for more information

  • b.

    Weekly reporter briefings

    • Conduct one to one meetings with key reporters, editors and columnists from local, regional, national and international medias to frame the issues about BA and Terminal 5 and build a base knowledge for the future contact

  • c.

    Editorial Pages for the media reporters only (£0.1 million)

    • Write open-ends for the local, regional, national and international medias

      • 1.

        Highlights BA’s future commitment to improve its service at Terminal 5

    • 2.

      Highlights various similar approaches around the world, with implication for the BA

  • Conduct editorial meetings with key publications at the significant decision milestones about how BA is trying to improve its services at Terminal 5

  • Coordination a letter to the editors program, with letters from all the key stakeholders and interest parties. This program will commence with the launch of the media campaign and continues at the key milestones for the service improvement at Terminal 5.

    • d.

      Media Advertorials (£0.35 million)

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