Travelbiz Australia: Virgin fools around with flight therapists
Marketwire: Virgin Atlantic Airways To Spread Wings – Will Use Genetic Modification For Advertising On Butterflies

Virgin Atlantic used the April Fools holiday to get some "earned" PR around the world. In one release claiming the airline was going to introduce hypnotherapists on its long-haul flights between London and Sydney. Imagine, said a spokesperson, how nice it would be to have implanted in your mind that you had a wonderful conversation with Tom Cruise. And that he'll be calling later that evening.

In a separate effort, the company announced plans to begin advertising via genetically engineered butterflies, becoming the first U.S. advertiser to take advantage of research recently announced by the State University of New York at Buffalo. Said marketing VP John Riordan, "We’re always looking for fresh new ways to promote our products and services, and what better way than via a constantly flying medium?"