Supplement | HBS Case Collection | November 1991 (Revised October 1993)

British Airways: ""Go for It, America!"" Promotion (B)

by Stephen A. Greyser

Abstract

Provides details on the results of the campaign for British Airways (BA) in terms of expenditure by BA, press coverage, effect on bookings, and effect on overall market share.

Keywords: Advertising Campaigns; Cost Management; Information Publishing; Marketing Strategy; Market Participation; Aerospace Industry;

Citation:

Greyser, Stephen A. British Airways: ""Go for It, America!"" Promotion (B). Harvard Business School Supplement 592-050, November 1991. (Revised October 1993.)