In 2007, Sir Richard threw Dita over his back in a PR stunt to promote the latest addition to his profile, Virgin Media. The overall brand success of Virgin is largely apparent from Sir Richard’s profound knowledge of marketing and carefully crafted PR stunts, designed to create an impact and drive his brand forward. The Virgin brand unveiled its latest stunt for the launch of Virgin Galactic in 2004, which saw Sir Richard attend the press conference wearing an astronaut’s suit.