Virgin Atlantic will begin rolling out live entertainment on domestic Little Red flights, starting with stand-up comedy later this month. The airline also plans to introduce live music acts on flights in September.
Virgin Atlantic founder Sir Richard Branson said the new in-flight entertainment is meant to "shake up domestic flying in the UK."
The program will begin with comedians testing their material in the air on their way to the Edinburgh Fringe Festival. The company says individual acts will be announced through their Twitter and Facebook pages.
But comedians won't be the only ones working on the road while on the road.
In addition to introducing the "exclusive, intimate live music and comedy gigs from a series of rising stars," Virgin Trains is launching "high-speed book signings" in the UK this fall.
"Authors routinely travel the country to book signing sessions so we thought why not use the time travelling to sign some more," said Jim Rowe, Virgin Trains Senior Communications Manager. "It is a fact: nowhere else will our authors sign books faster than on our Virgin high speed trains."