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: Virgin Atlantic; Client: Virgin Atlantic Airways; Product Category: Travel & Transport (Airlines); Agency: RKCR/Y&R; Author: Emily James, Sergen Ozbek, Matt Bement, Joanna Bamford, Elizabeth Boulter; Prize Winners: Silver (Adworks ref: Advertising Works 17)