Advertising campaign launched in an attempt to block joint venture between British Airways and American Airlines

A 3 million pound advertising campaign is being launched by Sir Richard Branson’s Virgin Atlantic Airlines.  The purpose of the advertising campaign is to thwart the plans of British Airways and American Airlines to partner together in what some are calling a transatlantic monopoly of the skies.

British Airways will likely file an application with the US Department of Transportation some time this week to gain anti-trust immunity for the British Airways and American Airlines joint venture.

This move is not the first time the two airlines have tried to partner together.  A failed attempt occurred in 2002 when officials declared the two airlines would need to relinquish 16 of their treasured slots at London’s Heathrow Airport.

Virgin Airlines claims that such a partnering would be “dangerous for consumers” as the joint venture would dominate transatlantic travel.  The Chief Executive Officer for Virgin Atlantic, Steve Ridgeway, said that “It is going to be difficult for BA and American to defend the indefensible.  They will have such a dominant share at Heathrow and JFK that there is no justification for this being in the consumer interest.”

A source working with British Airways said that “There’s nothing to stop Virgin or any other airline competing on routes if they believe there is not enough competition,” said the source.  If we submit this application and if it’s approved, there will be nine airlines operating across the Atlantic and Virgin will be the only one without anti-trust immunity. They have got to recognize that the whole competitive climate has changed instead of just making the same arguments they did eight years ago.”

www.virgin-atlantic.com

www.britishairways.com

www.aa.com