November 1991 (Revised October 1993)
Supplement
HBS Case Collection

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

Format:Print
| Pages:2

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.)