Virgin America CEO David Cush says he is creating a business airline for companies too small to have a corporate travel department. Cush believes that high tech and low prices will help attract these "self-managed" travelers, despite the airline's limited route system and lack of global alliances. Virgin America spends up to 70% of its marketing budget on social media where small-business owners are active, leaving traditional mass-media advertising to its larger competitors. "An image ad on '60 Minutes' or '30 Rock' is not going to have a big impact on the customer we're targeting," Cush says.

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