Virgin Atlantic: The Bright Side Of Brexit

Virgin Atlantic, an airline company, leveraged changes in the dollar-sterling exchange rate after Brexit, which was in the US’s favor, to increase American travel to the UK.

Brand: Virgin Atlantic  Leadagency:  FIGCountry:  United States

Market background and context

Brexit causes turbulence for Virgin Atlantic
  • Virgin Atlantic has long been known as a disruptor in the aviation industry, having challenged many of the sector’s traditional norms and conventions.
  • The brand, however, faced a bigger disruption, as Britain’s vote to depart from the European Union – commonly known as “Brexit” – upended the business environment.
  • Uncertainty permeated the domestic and international scenes in ways that posed a threat to air travel.
  • Having enjoyed profitability for several years, Virgin Atlantic anticipated making a significant...

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