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To celebrate Virgin Atlantic’s inaugural flight to Tel Aviv, Virgin founder and international Businessman Sir Richard Branson operates a pop-up travel agency in the middle of the city’s famous Jaffa Market
The Secret Travel Agent initiative celebrates Tel Aviv’s social practice of haggling as its residents negotiate with this business giant for flights to London
Sir Richard also threw in additional items such as flight bags and Virgin Atlantic merchandise to tempt his customers to make a deal, mirroring Virgin Atlantic’s ethos of maximising customer experience with added extras
The twist is Sir Richard will be giving away a limited number of flights to London for those who are the fiercest negotiators.

Thomas Pallini
Thomas Pallini
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