Salina ? Entrepreneur and adventurer Sir Richard Branson is a walking — and flying, and skydiving, and whatever else it takes — advertisement for himself and his business empire.

That’s how the British tycoon found himself in the middle of Kansas last week, surrounded by endless acres of prairie and millions of dollars of technology. He proved again that the public’s appetite for aviation stunts is deep.

“I’ve lived one hell of a life, and I’m going to live one hell of a life until I drop,” Branson said aboard a chase plane over western Kansas. “My favorite Disneyland character is Peter Pan.”

Branson financed Steve Fossett’s record-setting solo flight — around the world, without refueling — in the Virgin Atlantic GlobalFlyer. The single-engine, composite jet cost $1.5 million to build, but Branson’s checkbook opened even wider to promote the global event.

Virgin Atlantic’s logo was plastered on aircraft, banners, buildings and clothing. It replaced the purple and white Powercat logo of Kansas State University, whose aviation school provided ground support for the 67-hour flight.

While thousands watched in person, Virgin officials said more than 80 million people tracked Fossett’s flight on the Internet.

“I’d like to think the world is interested in people pushing the barriers,” Branson said. “Hopefully, there will be millions of kids around the world who will follow Steve and aspire to dream.”

Always branching out

Branson, 54, said the marriage of over-the-top adventures with his companies reflected an enthusiasm for life and made others take notice at the same time.

Pilot Steve Fossett, left, and Sir Richard Branson were all smiles after Fossett landed the GlobalFlyer on Thursday in Salina following his record-breaking nonstop solo flight around the world. Branson financed the .5 million jet and promotion for the flight, the latest marketing adventure for the entrepreneur's company, Virgin Atlantic.

His exploits began in the 1960s at age 15 when he founded Student magazine. When it began to falter, he branched out, selling discount records by mail. That translated into the launch of Virgin Records in 1970. British officials balked at first in granting licensing for the name, he said, over concerns that it sounded “dirty.”

The alternative name, he said, was “Slipped Disc.”

After building the music company, Branson took his boldest leap yet, launching Virgin Atlantic Airlines in 1984.

With limited marketing budgets, Branson put the Virgin name before the public by financing his own series of adventures, beginning in 1986 in the Virgin Atlantic Challenger II, which set a speed record for sailing across the Atlantic. A year later, Branson flew the Virgin Atlantic Flyer balloon across the Atlantic.

“I tried by myself to put Virgin on the map,” he said.

Not every Branson-Virgin adventure has succeeded. He notes that he and Fossett have been plucked from the ocean eight times in failed record attempts.

Ron Kaplan, interim director of the National Aviation Hall of Fame in Dayton, Ohio, said the nearly 200 aviation pioneers recognized at the hall came from various financial backgrounds.

“Granted, being a successful businessman allowed (Fossett) to take this journey,” Kaplan said. “But look at all the successful businessmen in the world that don’t wake up and decide to be the first person in the world to try something.”

Constant push to succeed

Branson is always trying something.

In the days between Fossett’s takeoff from and touchdown in Salina, Branson went to Canada to promote his newest venture, Virgin Mobile, a partnership with Overland Park-based Sprint Corp.

Branson stunt-jumped off buildings for two days, proclaiming that his firm “had come to the rescue” of those in cell phone distress.

His brash sponsorship is akin to the unabashed commercialism of NASCAR, where drivers manage to work their sponsors’ names into nearly every interview. Throughout Fossett’s flight, reporters were reminded the craft’s proper name was “Virgin Atlantic GlobalFlyer.”

“Steve can carry on the Virgin tradition,” Branson said.

Establishing the brand and keeping it in the public spotlight through commercials and adventures keep Virgin and Branson pressing forward. But Branson said with success came responsibility.

“If you are in a position to make a difference, you shouldn’t waste your position,” Branson said.