al air travel marketplace for the corporation's success. A global concept campaign, thus, makes sense for British Airways because the corporation is not simply attempting to persuade air travelers in one or a few countries to fly British Airways to London, or to simply persuade British air travelers to fly British Airways to New York or Sidney. Rather, British Airways is attempting to persuade air travelers in widespread global locations to fly British Airways to other widespread global locations.
Thus, within the context of the business objectives of British Airways, a global concept campaign makes eminent sense. The corporation's message for air travelers must be approximately the same wherever around the globe air travelers may encounter the British Airways message. Further, the air traveler, from the perspective of British Airways, must perceive that similar benefits accrue from flying British Ai
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