Last year, after a hard-won and much-reported battle, Virgin America secured two gates at Dallas Love Field. The airline beat out Delta and Southwest by launching an innovative marketing campaign. “Free Love Field” relied heavily on social media and emphasized the importance of competition.
“Currently one airline controls 80% of the gates at Dallas Love Field (16 of 20),” says the campaign’s website, referring to Southwest. “If awarded two more gates they increase their stranglehold to 90%, eliminating competition, better options, and lower fares.”
The message resonated with consumers. More than 27,000 people signed a petition in support of Virgin America. With the City of Dallas’ blessing, the airline began offering flights out of Love Field in October 2014.
Today, it’s finally time to celebrate. At 10 a.m. Virgin America unveils a new exhibit at the Frontiers of Flight Museum, illustrating the airline’s journey to Dallas. Students in the museum’s Flight School, which Virgin America supports financially, will help cut the ceremonial ribbon.