T-shirt messages were tailored to particular moments during the journey, highlighting common flying frustrations. ‘Don’t stand for it’ appeared at check-in, ‘Bored or boarding’ in departures, and ‘Land in the city centre’ at taxi ranks. A chef (with Chef’s hat) promoted ‘Superior breakfasts on Virgin Trains’ when drinks were served, a very tall person encouraged travellers to ‘Stretch your legs on Virgin Trains’, and a very small person announced ‘Shorter journey times on Virgin Trains.'

The stunt was witnessed by 500 flyers first-hand, but its impact extended way beyond this. BA rose brilliantly to the bait and ‘flew off the handle.' Their consternation and annoyance was reported in four national newspapers. The stunt also generated widespread publicity across online news services and marketing journals.