Virgin Atlantic hires Deutsche Bank to assess airline's market position

Virgin Atlantic: assessing opportunities in the aviation marketing
Virgin Atlantic: assessing opportunities in the aviation marketing

Virgin Atlantic has hired Deutsche Bank to examine the aviation market and the airline's position within it, in a review that could lead to a change in Richard Branson's 51% ownership.

The transatlantic airline, in which the 49% shareholder is Singapore Airlines, has employed the German bank to assess the carrier’s position in the aviation industry.

The move comes soon after transatlantic competitors British Airways, Iberia and American Airlines received clearance to co-operate on transatlantic flights in September. BA and Iberia had earlier signed a merger agreement.

Virgin Atlantic strongly opposed the share deal, calling it a "monster monopoly".

A spokesman for Virgin Atlantic said: "Deutsche Bank is working with Virgin Atlantic to assess the current aviation marketplace and seek growth opportunities for the airline."

"This study is at a very early stage so there is no further comment to make at this time."

Last month, Virgin Atlantic launched a £6m global ad campaign featuring a series of surreal vignettes set to Muse’s ‘Feeling Good’, designed to highlight the experience of flying with the carrier.

It followed last year’s "Still red hot" UK campaign, which celebrated the airline’s 25th birthday.

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