This contest will be open to all; however, the entries should be coupled with at least a round-trip ticket for the last 3 months and for the succeeding months. Particularly, it should be a story telling about taking off to new heights in life-may it be a flying story of a person who decided to leave his family to study or work abroad or simply conquering the fear of heights.
1. The target audience is mainly the loyal customers of British Airways. This is comprised of the people who have become a priced possession for the company. Thus, it is very important to protect them from the negative impact of bad publications, which means that they should always have a good impression towards the company.
3. The promotional budget is just small for this promotion as there is not much equipment necessary for the production. Collection of the entries can just be placed in British Airways ticketing offices.
4. "Your message strategy consists of a positioning statement and three support points. They address key target market problems by stating a benefit; i.e. why the target market should care about your product, service or company. A message strategy can be extremely detailed and is like a recipe for all marketing communication" (Lawson Abinanti).