S/M/69. Marketing Communications Plan for British Airways (BA)

This document outlines a Marketing Communications Plan for the European Passenger Business of British Airways (BA). Due to budget limitations, it does not cover the cargo or long-haul aspects of the business, nor the marketing communications needed for the corporate brand as a whole (including internal communications). BAs communications strategy to date is reviewed and new objectives and targets to be achieved over the next year are set, in order to increase brand awareness and a loyal customer base.