Richard Branson is going to jail next week in Canada in another publicity stunt.
This is why Branson is an expert in marketing.
On March 13, Sir Richard will dangle in a tiny jail cell suspended by a crane above Yonge and Dundas square in downtown Toronto. The move is designed to publicize a new government regulation, which comes into effect the following day, that allows cellphone customers to take their numbers with them when switching providers.
Virgin Mobile, which this month celebrates its second year in Canada, is billing March 14 as the day cellphone subscribers get out of jail.