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Executive Summary

This report sets out to develop a mixed marketing communication plan for British Airways in order to restore the public confidence it has lost over the opening fiasco of the London Heathrow’s new Terminal Five building.

Based on the situation analysis, this report has proposed the following campaign theme: ‘Try it out, BA is learning and improving’ and formulised five restoring programs around such theme:

  • Working with BAA

  • Media Relations

  • Communities Relations

  • Paid Media Campaign

  • Measurement and Evaluation

This report has a budget of £10 million last over one financial year for this plan

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