Virgin Hotels Chicago

Playing Hooky with Branson

Sir Richard Branson is no slouch when it comes to attention grabbing activities, so when White Tiger were asked to launch the inaugural Virgin Hotel in Chicago we knew we had to do something special. Cue a media stunt that saw Branson dancing through the streets of Chicago on a Ferris Bueller style float.

White Tiger spent the months leading up to the launch priming all high profile titles, negotiating exclusive opportunities and coordinating a VIP media visit with Branson in attendance.  Our strategy resulted in 73 UK features within a month of opening across the full spectrum of sectors; travel, luxury, lifestyle and news. Every national newspaper in the UK covered the story including the Financial Times, Sunday Times Travel Magazine, Daily Telegraph and The Metro.