Virgin America has been in the making for more than three years. It has overcome financing delays, regulatory hurdles, and crushing blows from the U.S. airline industry. And last week--finally!-- it received approval from the powers that be to sell its low-cost airfare tickets. Stories this morning in USA Today, the San Francisco Chronicle, and the Los Angeles Times celebrate the airline's launch with news that tickets go on sale TODAY. "Virgin America Opens For Business With a Million Seats to Sell," the press release screams.

But on VirginAmerica.com, the tone was decidedly less enthusiastic:

"We apologize for the inconvenience. Our web site will be back up shortly. In the meantime, please call 1.877.FLY.VIRGIN, 5 AM - 9 PM (Pacific Time), and one of our Guest Services agents will be glad to assist you."

Ouch.

A call into the toll-free number was first answered by an automated attendant, who cheerfully said we could save $5 by buying a ticket online. In an attempt to be transferred to a live agent, the operator said the call couldn't be completed at that time.

"The problem is hackers, sadly," says Gareth Edmondson-Jone, a spokesman for Virgin America. "We're doing everything we can to fix it." As for the phone agents, they are understandably a bit overwhelmed. "The phone lines are jammed," Edmondson-Jones says. "Our first day of sales is made worse by the fact that people can't get online." He points out that people can still buy tickets through Orbitz.

The Financial Times reported yesterday that Sir Richard Branson, the media-savvy tycoon behind the Virgin brand, will be conspicuously absent from the airline's official launch next month. After creating opposition from so many fronts in the U.S., Branson has decided to take an uncharacteristically low-profile approach to the launch.

But Edmondson-Jones shoots down this rumor, saying instead that Branson will most certainly be present at next month's big launch.

by Megan Barnett