Dressed in a Harris tweed kilt, Branson arrived at Edinburgh Airport, where he was met by Scotland's deputy first minister Nicola Sturgeon. Standing on the runway infront of the plane he had flown in on, Branson lifted his kilt to show the cameras his pants emblazoned in red with the words "Stiff Competition", a reference to Virgin taking on rival British Airways' domestic flights between the regions.
The photo and press call was designed to promote Virgin's newly-launched Little Red service, which comprises 26 daily flights between London Heathrow and Edinburgh, Manchester and Aberdeen and details of which were revealed last month.
On 31 March the airline commenced four-times-a-day Manchester flights, with the six-a-day Edinburgh service starting on 5 April and the three-a-day Aberdeen flights launched on 9 April.
Little Red's formation follows Branson’s successful bid for the London landing slots formerly operated by BMI.
Branson said: "Virgin Atlantic has been on an incredible journey since we started with a single plane 29 years ago.
"Little Red represents the next step on that journey as we go head to head with British Airways to provide domestic flights that deliver Virgin Atlantic’s rock and roll spirit as well as real value for money."