In 2001, Richard Branson announced that Ansett wanted to buy Virgin Blue Ñ then ripped up the ÒchequeÓ at a press conference. He also rode a tank over the Sydney Harbour Bridge and down Pitt Street Mall to promote mobile phone number portability. This year, the widely acknowledged master of the PR stunt didnÕt disappoint. With airline, mobile phone and music businesses, the Virgin supremo proved that you could dress him up (or down, as the case may be) and take him anywhere. 15 April 2002 Members of BransonÕs Virgin Blue cabin crew were listed among FHM magazineÕs Ò100 Sexiest Women in the WorldÓ. ÒWe do have some of the most delightful crew flying, I would say in the world, here on Virgin Blue and theyÕre not only beautiful but theyÕve got great personalities and theyÕre just delightful,Ó the bearded one said of the poster boys and girls. 6 May 2002 Sir Richard plugged his ISP Virgin.net by propelling injured English football captain David Beckham into the record books. Beckham registered the Òmost online birthday greetings ever receivedÓ, with 4,461 messages in 24 hours, breaking the standing record set by his wife, Victoria. 27 July 2002 With six members of the Broadway production of The Full Monty, Branson had himself hoisted into the air above Times Square in New York and danced ÒnakedÓ wearing a strategically placed mobile phone. The point was to promote his Virgin Mobile service in the US, and its tagline, ÒNothing to hideÓ. Sharp-eyed observers noted that BransonÕs version of ÒnothingÓ included a flesh-coloured bodysuit. 20 August 2002 A verbal agreement with Sydney AirportÕs former chairman to give Virgin access to 18 terminals was questioned by its new owner, Macquarie Bank. Branson came out fighting, threatening to paint ÒMacquarie: what a bunch of bankersÓ on the tailfins of his aircraft. It was hardly an idle threat Ñ Branson had previously run a concerted campaign against British AirwaysÕ proposed merger with American Airlines. 7 November 2002 Dressed in a native American headdress, Branson smoked a peace pipe with Sydney Airport chief Tony Stuart before literally burying a hatchet under a concrete slab, symbolising an end to his dispute with the airportÕs owner, Macquarie Bank.
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