Sir Richard Branson: PR and marketing extraordinaire

Sir Richard Branson quite clearly knows his stuff when it comes to PR and marketing stunts.

 

And this week, he has proven that once again.

 

The world’s first Virgin Hotel opened in Chicago earlier this year.

And not one to let his brand’s news go unnoticed, the fun-loving Virgin Group founder was at the centre of a grand-opening stunt.

Indeed, in a surprise stunt that mimicked the famous parade scene in Chicago-based film Ferris Bueller’s Day Off, Branson rode a float through the city’s streets as part of a huge procession.

Whilst it was a surprise on the day, the event organisers distributed clues prior to the spectacle. The brand delivered flyers with a #BransonsDayOff hashtag to businesses surrounding the downtown hotel.

And the night before, Branson went to a Chicago Bulls game clad in a T-shirt that read “Let's Play Hooky, Chicago” (skive or bunk off for us Brits!) accompanied by the event's hashtag. And just an hour before the event, Branson appeared on a local news show wearing a Ferris Bueller-inspired look and very much hinting that something special was about to happen outside his Chicago hotel.

Around 500 guests came out to watch the spectacle.



Ultimately the activation successfully drove media coverage about the new Virgin Hotel and leveraged the fun-loving and much-loved personality of its CEO, all whilst incorporating the city of Chicago and its culture.

Not clear if it was intentional, but this stunt also ties in nicely to the news that Branson gives Virgin employees unlimited days off, which of course, garnered widespread media coverage.  

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Joss Davidge is Director of the Unexpected at BEcause, the award-winning live brand experience agency, dedicated to enhancing Brand Love. He also runs free Masterclasses on multi-channel live brand experience.

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