AA master of strategic publicitty stunt, Branson know photographers have a job to do and they’d turn up at his events if he gave them a good reason. He took a stodgy, overpriced British Airways by wearing World War l-era flying gear to announce the formation of Virgin Atlantic in 1984. The first Virgin flight took off laden with celebrities and media and equipped with a brass band. Waiters from Maxim’s in white tie and tails, and free-flowing champagne The airborne party enjoyed international press coverage and millions of dollar’s worth of free publicity.