Coincidence or a clever tactic?
Just weeks after Virgin employees complained about their new
uniform, describing their blouses as to “flimsy” and “revealing”, Richard
Branson dresses up as an airhostess. Is
this coincidental or a clever PR stunt?
Although Virgin is dealing with the problem regarding the
blouses, issuing vouchers for the employees to buy undergarments, so they don’t
feel uncomfortable. This negative PR regarding employee’s discontentment could
have an affect on the brand image.
But beyond that, Sir Richard Branson has taken matters into
his own hands by dressing up as an airhostess on board a flight. After losing a
bet with AirAsia boss Tony Fernandes a rival company to Virgin.
This adds to a list of Branson’s publicity stunts, which
include driving a tank down New York’s Fifth Avenue, in 1998 to promote Virgin
Cola. Or when he dressed up as Elvis Presley to promote the direct service from
London to Las Vegas in 2003. Virgin is a regular feature within the press and
Branson is a significant figure in the media.
So is this simply good timing, or is this a clever PR stunt
burying the “bad news”? It has not yet been
revealed what the bet is. Virgin is being portrayed as honest and reliable as
Branson is sticking to the wager. He is using his celebrity status to detract
people’s attention from last weeks story.
The attention of the
original negative story regarding the blouses is almost forgotten, due to Branson.
The face of the brand has turned a negative story into a humorous light-hearted
way to promote his brand. And by making a joke out of the matter is he suggesting
that if Branson can wear the uniform why can’t his employees?
Sarah