Sir Richard Branson was spotted ‘sailing’ through the streets of central London today - on a double decker bus-turned-ship.
The iconic entrepreneur was carried aloft a street-sized version of his real-life cruise liner Scarlet Lady, surprising passers-by in Embankment, White City, Piccadilly, Regent Street and Oxford Circus.
As it ‘sailed’ the streets lined with waving members of the public, Branson was also handing out 200 tickets for free trips around the Mediterranean with the cruise firm.
Speaking with The Sun's Head of Travel Lisa Minot, Sir Richard Branson said: "I think that once we finally came out of the blocks, and people saw the cruise ship and went on the cruise ship. People have been so knocked out by it.
"That we've just built up a fantastic loyal following. In the same way, I suppose that we managed to do with Virgin Atlantic 40 years ago."
The entrepreneur explained how they plan to keep extending the cruises, due to the popular demand and sold out programmes.
He added: "I'm campaigning for one day to do 12-month cruises. But anyway, in the meantime, people can do 30 nights, if they want to do 12 months, they can just keep re-booking."
He said: "We have 1,200 crew per ship, from 86 different nationalities. And they are so great, which makes any company. I was on a Virgin Atlantic plane this morning coming in and they're still as vibrant and positive and as happy as they were 40 years ago when we started."
The British business magnate admitted he had never been on a cruise before Virgin Voyages, continuing: "No, I just never wanted to go on a cruise. And so the challenge was, could we create a cruise line for the 80% of people who would never go on a cruise line. And that's what I think they have achieved.
"And on Virgin you can't not have a great time. I mean the nice thing is when you run a company - I've never had one negative person, thought from anybody - I mean, it's been so positive. And you could be so proud of it - Nirmal and all the team downwards, right across. I mean, it's just been fantastic what they've created."
Amid cheers from passers-by the bus cruised through London and they were joined by Nirmal Saverimuttu, Virgin Voyages CEO.
He told The Sun: " People love being on the ships, they love the experiences on board. It's one of the reasons we've won all those awards. They love the food, they love the service, they love the value for money.
"Making this bold decision to be 18 plus, has allowed us to create a very sophisticated, relaxed environment on board. And that's the thing that people love the most about it. "
The ‘ship’ travelling across London was packed full of energy thanks to special appearances from ‘The Happenings’ cast – who usually perform onboard Virgin Voyages ships.
Sir Richard Branson added: "I think that having come from the record business and built the most successful independent record label in the world - is that we know the importance of being entertained.
"And people not being bored and people having fun and not taking themselves too seriously. It's really important that people have an absolute blast throughout their whole time on a Virgin voyage, which they do and we make sure they do."
The stunt was to celebrate the launch of the Virgin Voyages ‘Med Season’ - offering voyages sailing from Barcelona and Athens this May, and from Portsmouth this August.
Along the way the lucky passers-by were gifted with free holidays.
Celebrating their 32nd wedding anniversary today, Yutta and her husband Allen Merilanen were in the right place at the right time as they were given a free cruise trip by Sir Richard Branson himself.
Winners who also received vouchers were screaming and cheering, Aamir Malik, and marathon runner, Olivia Kelly - winning ahead of her race this weekend.
It came as Branson was in London to launch his audiobook ‘Losing and Finding My Virginity’, which gives his personal account of almost six decades of entrepreneurship and the lessons he’s learned along the way.