Virgin America Gathers Popular Support to Open New Gates at Dallas' Love Field Airport

Virgin America

Sixteen of the 18 gates at Dallas' Love Field airport were controlled by one airline and, as a result, fares had risen 37% in five years, the largest increase anywhere for an airport of its size. When the airline controlling the other two gates was acquired, it was forced to divest its gates and the Department of Justice offered them to Virgin America.

But the dominant airline objected, wanting the last two gates for full control of the airport. The decision went to the Dallas City Council. But Virgin America wouldn't leave it up to a simple vote, they built an digital campaign to mobilize brand advocates who would make their voices heard.

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