Virgin Atlantic - Pitch to Rich
tember. To promote the launch, the airline announced a ‘Pitch to Rich’ competition. The idea combined a few things: A Dragon’s Den style pitch by entrepreneurs in front of Virgin founder Sir Richard Branson, a nod to the fact that Tel Aviv and Israel in general is home to a thriving tech start-up community, and of course an opportunity to promote the new route to Israeli business and leisure travellers. Business owners had to be up and running for two years with a turnover of at least $150,000 a year to qualify. The first stage involved submitting a short two minute video about how the business hopes to get to the next level. The second stage was then an event in Tel Aviv in front of a judging panel chaired by Sir Richard Branson. Of course, that wasn’t the only element to Virgin Atlantic’s launch campaign. It also involved:
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Airline Marketing Monthly | October / November 2019
Virgin Atlantic’s new London Heathrow to Tel Aviv route started at the end of Sep-
