What will Branson not do to promote his brand.

Lifts his kilt to promote Virgin's expansion into Scotland

He is as famous for his brazen publicity stunts as he is for his multi-million pound business empire. But yesterday, Virgin Atlantic President Richard Branson performed what may have been his most tawdry exploit yet, as he promoted his company's expansion into Scotland.

Stepping off the first Virgin Plane at Edinburgh airport from Heathrow, the billionaire businessman lifted up his kilt to the watching crowd to reveal pants bearing the slogan "stiff competition'.

This guy is his own PR. Great stuff.