His arrival in Auckland in 2007 for the low-key launch party of his airline Pacific Blue at a seedy Viaduct bar barely heralded much fanfare - despite arriving rather precariously clinging atop a yacht's mast.
Tonight, however, Sir Richard Branson's presence at a glittering charity gala dinner at Auckland's new Viaduct Events Centre has resulted in a sold-out event with a waiting list of A-listers hoping for a ticket.
Even society queen Gilda Kirkpatrick hasn't been able to get her manicured mitts on a pair for herself and octogenarian hubby James.
With the Rugby World Cup final three days away, the Branson dinner - in aid of Outward Bound and its 50th anniversary - has become the hottest party of the tournament. It seems anyone who's anyone wants to be like Cinders and go to the ball.
Rachel Hunter will be there. As will Tiger Woods' former caddy Steve Williams. Susan Wood will be showing off her new rich-lister beau Craig Heatley, and Chris Liddell and his new bride Renee Harbers will be making an appearance too.
