Virgin Atlantic Airways Limited: Go, Jet Set, Go! campaign
Kevin TeagueOVERVIEW
Helmed by the British entrepreneur Sir Richard Branson, Virgin Atlantic Airways Limited hoped to attract the posh jet-setters abandoned by Concorde, a line of supersonic jets owned by British Airways. The Concorde flew twice the speed of most commercial jets, but on October 24, 2003, British Airways discontinued its service because of economic factors and a marred image after a Concorde crashed in France. Even though the Concorde disaster claimed 113 lives, British Airways in 2002 still dominated the U.K. airline industry with $11.8 billion in sales, overshadowing...