Sir Richard Branson is a master of self-publicity; almost wherever he is, there are the cameras.

It is a policy which has helped turn him into one of Britain's most successful businessmen and a people's favourite - his friendly public persona and daring round-the-world hot air balloon attempts winning him many admirers.

Here we show his life in the spotlight, and his preference for donning fancy dress to promote his latest ventures.

Richard Branson greets Minnie Mouse, one of the passengers on the inaugral Virgin flight from Manchester to Orlando.

Getting close to madcap DJ Chris Evans as they announce his return to breakfast-time radio on Virgin.

Sporting a clean-shaven look for the opening of his Virgin Bride one-stop wedding store, he joins models on the catwalk.

During a visit to the Lisardi Cultural Centre near Johannesburg, South Africa, the Virgin Atlantic boss dresses up as a zulu warrior.

With Per Lindstrand and Steve Fossett , who hold numerous ballooning records between them, as they prepare to set off in a 200ft balloon from Morocco.

A more down-to-earth appearance during a news conference in London to announce that Singapore Airlines is to acquire 49% of Virgin Atlantic.

Enjoying a hot dog and a drink of Virgin Cola - another of his entrepreneurial ventures - in Times Square, New York.

In yet another disguise - the Virgin boss raises a Moroccan sword during a photocall.