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International Marketing Communications

  • To show them that Terminal 5 is environmental friendly building

  • To educate local residents the necessarity of having Terminal 5

  • To assure their quality of life would not suffer as the result

Proposed Annual Budget

  • £0.3 million (out of £10 million total budget)

Tactics

KAI JIAO

  • a.

    To organise monthly meetings with key concerning communities (£0.01 million)

    • To show them how BA is committed to save the plant in the age of climate change

    • To educate them the environmental friendly aspect of the Terminal 5

    • To educate local residents the necessarity of having Terminal 5

    • To assure their quality of life would not suffer as the result

b. To produce new educational display, include an interactive component for youths and adults (£0.05 million)

c. To place the display at the community events and public places such as retail locations and public buildings (£0.05 million)

d. Also to produce store signage (e.g window clings, posters and or table tents) and T- shirts for key partners in the effort to educate public (£0.1 million)

e. Produce litterbags and other collateral with shared message for distribution by BA (£0.09 million)

4.6 Paid Media Campaign

This report has referenced one aspect of this effort under media relations: ‘advertorials;’ however a comprehensive marketing campaign will include paid media spots and printed ads. Paid media campaign complements the earned media (media relations) campaign and keeping the campaign highly visible.

Purpose

  • To restore public confidence on Terminal 5 and BA

Key Audience

  • General public

Messages

  • Showing the progress and improvements made

  • Emphasising on the state of art of the Terminal 5 building and its facilities and

technologies

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