Sir Richard Branson surprised Londoners with a quirky publicity stunt to promote Virgin Voyages’ “Med Season.” A double-decker bus transformed into a mini Scarlet Lady cruise ship cruised through central London, with Branson himself onboard.

The bus-ship gave away 200 free Mediterranean cruises to lucky passersby, including a couple celebrating their anniversary and a marathon runner. This event aimed to launch Virgin Voyages’ summer cruises departing from Barcelona, Athens, and Portsmouth.

Branson’s presence on the ship also served to promote his new audiobook, “Losing and Finding My Virginity,” about his entrepreneurial journey. Nirmal Saverimuttu, Virgin Voyages CEO, emphasized the importance of creating unforgettable memories through travel.