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Wooing Virgin Atlantic
 

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Drag queens, live lobsters, and Judy Garland impersonators. The lengths to which some U.S. cities are going to woo Virgin Atlantic Airways is a bit comical. But for Richard Branson, someone who's been called the P.T. Barnum of British business, the theatrics aren't too far-fetched, as he's engaged in his share of publicity stunts. Which got me thinking -- do publicity stunts really work? They're certainly entertaining, but do they win business? Time will tell whether Boston's live lobsters or San Fran's Judy Garland will win over Branson, but something tells me that at the end of the day, it will be more about the best business proposition than the entertainment.

Last updated: Feb 24, 2004




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