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1. Positioning.
a. What is the positioning that the airline hopes to achieve for its brand? Do you
think they have achieved it? Why or why not?
2. What should the company do in regards to the current social media campaign? The case
discusses many competing options for the company – what is your recommendation?
This is the heart of the case – please carefully explain why you made the decision, and
what the pros and cons are of your decision. Be sure to incorporate concepts from both
the public relations and social media units.
3. Given the company’s branding goals as stated in the case, what is an idea for the
company’s next marketing campaign?

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