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?