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Experiencing the future as Branson imagines it will cost you less than $300, the price of a bare-bones economy ticket between Los Angeles and New York City on one of Virgin America's 149-seat A320s. The planes are new, and the leather seats are comfortable enough for sleeping, even in coach. There are power outlets at every seat. The most profound change, though, doesn't look like much of an improvement at first. Like many U.S. carriers, Virgin America charges for food in economy class. But flight attendants don't dole it out from a cart like gruel...
Branson is in Los Angeles to celebrate the launch of V Australia, which will begin flying from Sydney to Los Angeles on Dec. 15. With that last piece of the puzzle in place, he proclaims, "I can finally fly all the way around the world on a Virgin plane!" Over lunch, he and the Australians hatch plans to promote it with a classic Virgin publicity stunt, inevitably involving an appearance by Sir Richard...
...share a first-class lounge at LAX and thus reduce overhead. Virgin America, V Australia and Virgin Blue can decide on a whim to allow some of their flight attendants to trade cities for a year or compare notes--as their CEOs did during lunch with Branson in Los Angeles--on in-flight-ordering software or customer feedback on the latest Embraer jets. Coordinated online booking among the airlines is the next logical step. The lesson? When your brand transcends borders, building a global network can be as easy as talking across the patio table...
...right in character at the press conference announcing V Australia, staged inside one of the departure terminals at LAX, to the slight confusion of people walking toward security. As Brett Godfrey, Virgin Blue's CEO, unveils the airline's introductory fare--$1,000 round trip between Sydney and Los Angeles--Branson, in jeans and a rumpled polo shirt, interrupts. "That's not good enough," he declares. "What kind of plane are we flying? 777s? Then let's make it $777 for the first thousand tickets!" People cheer, as if Branson has just spontaneously handed out $223 in dollar bills...
Long before she even met her husband, and well before she decided to become pregnant, Euna Chung made a firm decision about how she would deliver her children. "I knew for years that I wanted a caesarean section," the 31-year-old Los Angeles--based child psychiatrist says...