Sir Richard Branson is in Detroit, and he’s taking the city by storm.

He’s in town to promote the fact that Virgin Atlantic is now going to be offering non-stop service from the D to London. It’s a big move and helps Detroit’s connectedness to international markets, but Virgin isn’t your normal ho-hum brand. Everything they do is with a splash, and this time it’s with their #HelloDetroit campaign.

Our friends over at Michipreneur has some more details from a startup perspective, and we’re going to check out one of his pitch sessions later today where local businesses are going to get the chance to sell Branson on the idea of their business.

A photo posted by Visit Detroit (@visitdetroit) on

Branson also hit up Slow Roll, the iconic bike ride that brings thousands of people together to ride the streets of Detroit.

A photo posted by Visit Detroit (@visitdetroit) on

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