Virgin Atlantic: How 15 years of communication helped break the British Airways stranglehold - IPA Effectiveness Awards Case Study 2008

Brief Description: 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. ;---(TAGS)--- Full Title: How 15 years of communications helped break the British Airways stranglehold ; Number: 2008/21 ; Brand Name: Virgin Atlantic ; Client: Virgin Atlantic Airways ; IPA_ProductCoding: Travel & Transport (Airlines) ; Agency: RKCR/Y&R ; Author: Emily James, Sergen Ozbek, Matt Bement, Joanna Bamford, Elizabeth Boulter ;