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International Marketing Communications


1. Introduction

At a cost of £4.3 billion and 19 years to construct since its initial design, a modern, light and spacious new terminal building – the Terminal 5 had finally been opened by Queen Elizabeth II on 14th March 2008 at the London Heathrow International Airport. (British Airways 2008)

Equipped with all the latest technologies and facilities, the New Terminal 5 has a capacity for 30 million passengers annually (out of 90 million for the entire of Heathrow Airport), is reserved for and used solely by the British Airways (Bokaie 2008). The terminal officially opened its door to the passengers on 27 March 2008 with the first arrival, a flight from Hong Kong. (BAA 2008) However soon after it opened, a delay on the baggage handling had forced British Airways (BA) to cancel or re-direct many of its flights, which were due to leave from or landing to the new building. (BBC 2008) Over the following days, as many as 28,000 bags were failed to travel with BA’s customers who used Terminal 5 building and as the result, many more of its commercial flights were cancelled or re-directed. (BBC 2008) This costs BA dearly: not only in the financial terms; but more importantly, it damaged the reputation of British Airways as a reliable and trustable international airline.

1.1 The Purpose and the Structure of the Report

Therefore, the purpose of this report is to develop a realistic marketing communication plan for the British Airways to restore the public confidence and to ensure that Terminal 5 achieves its full designed potential. The plan will be made base on a budget of £10 million, last for over a financial year.

The main structure of this report is as following: it will start with a situation analysis- as a result, a clear goal and objectives will be developed; then move on to review the mainstream marketing communication theories- strategies and detailed plan will be produced; followed by a section on measurement and evaluation; finally, the report shall ended in a proposed budget sheet.

1.2 Methodology

This report is constructed base on the information collected from the secondary sources of data; this is including official publications, market intelligence, journals, press reports and text books.

1.3 Defining Key Terms

In this report, Marketing Communication is about to promote the British Airways as a reliable and trustable international airline to its current and future customers by providing necessary information and messages through carefully selected channels.

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