Advertising Age Article Abstract
How Virgin Airlines Is Reinventing a Category With Sky-High Brand Buzz
VP-Marketing Porter Gale Leans on Twitter, Splashy Launches to Stretch Ad Dollars
SAN FRANCISCO (AdAge.com) -- How do you compete as an upstart in the cutthroat domestic airline industry when your marketing budget is a fraction of your rivals'? For Porter Gale, VP-marketing at domestic value carrier Virgin America, you make every dollar stretch and use social media and buzz to amplify every marketing event, all the while trying to show that Virgin is the antidote to marginal domestic air travel. ...