Air Transport World

Market Development Award Virgin Atlantic Airways.

Occasionally, development of a new airline market can be relatively easy, the result of creating and executing a brilliant marketing plan--such as with Southwest Airlines.

It's somewhat more difficult when it requires developing a market while competing directly in the face of a well-established national carrier.

Virgin Atlantic Airways not only developed a market through execution of a brilliant marketing plan, it did so in direct competition with British Airways, one of the world's largest and most competitive airlines.

Virgin inaugurated service on June 22, 1984, with a single Boeing 747-200 between London Gatwick Airport and Newark International. Today, it operates 25 widebodies to 15 destinations in the U. …

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