The 'Monster Monopoly' campaign site launched an hour ago and outlines the reasons why Virgin Atlantic believes the merger would be a bad thing for consumers. It also urges consumers to write letters to the European Commission and the US Department of Transportation.
The in house team, led by director of comms Paul Charles, will target the national business and City pages alongside travel trade press. Charles said one of the key messages of the consumer campaign will be: 'If BA gets to play monopoly, we all lose'. All emails sent to customers will include a link to the site.
The launch is also being supported with an advertising campaign that kicks off tomorrow in the national press.
This is the second phase in Virgin Atlantic's campaign, which was launched last month when Virgin boss Sir Richard Branson revealed the 'No Way: BA/AA' slogan would be painted on the side of his company’s planes.
Virgin Atlantic is also carrying out behind the scenes lobbying in both Brussels and Washington.