Virgin Atlantic: How 15 years of communication helped break the British Airways stranglehold

This paper demonstrates how communications over a 15-year period helped enhance 'Virginness' and strengthen performance for the Virgin Atlantic brand. Despite being a relatively small operation, Virgin Atlantic is now perceived as an airline industry heavyweight and is the most valuable asset in the Virgin Group. Econometric modelling estimates that communications have produced a return of £10.76 for every £1 invested.