Normally reserved easyJet chief executive Andy Harrison does not usually go for the sort of publicity stunt favoured by Virgin's Richard Branson or Ryanair's Michael O'Leary. Such is the strength of his carrier's antipathy to the doubling of the UK's air passenger duty, however, that he is obviously prepared to ham it up to make a point.
Passengers arriving at London's Gatwick Airport today would have seen the head of easyJet dressed as a "Man from the Ministry" and clutching a briefcase labelled "Tax Collector".
Travellers at airports all over the UK have been faced with demands for payment for the additional tax - levied without Parliamentary approval to boost Chancellor Gordon Brown's treasury coffers in the guise of a "Green tax" on flights that they had already booked and paid for.
"As the government has, in effect, made easyJet the tax collector, this is exactly what the airline has done today," says easyJet.
So well done Andy, for letting your hair down and getting stuck into the publicity merry-go-round.