Executive Summary & Marketing Recommendation
Presented by Andrea Kwamya Masters Candidate, Strategic Communications Columbia University School of Prof. Studies
Healthy Village InitiativeAndrea Afua Kwamya
Healthy Village InitiativeOverview
SUMMARY
EXECUTIVE ANALYSIS
KEY INSIGHTS
RECOMMENDATIONS
Q & A
CAMPAIGN EVOLUTION
Brand Analysis
Who is British Airways?
Brand Analysis
Persona
Sexy, warm & fun
Calculated, Cool
& Prestigious
vs
Executive Analysis
competing with features
Lufthansa Emirates British Airways
Summary
Business Problem
Business Opportunity
Healthy Village InitiativeCampaign Evolution
Shift from Cultural Schemas…
to evoking Strong
Emotions
Healthy Village Initiative“A TICKET TO VISIT MUM”
Healthy Village InitiativeCampaign Evolution
We know the score
by now
Healthy Village InitiativeCampaign Evolution
“The welcome of home”
“Go further to get closer”
2014
2015
Healthy Village InitiativePathos Algorithm
“I Miss My
Mum
Son
Grandmother
Husband
TKey Insights
“To FLY, To SERVE”
TKey Insights
“Fueled By Love”
2016
Next Steps
Where can British Airways go From here?
Recommendation
Next Steps
Inclusion
Service
Change
Thank You
Questions?