It’s great to get publicity for a stunt- even better when you don’t actually do the stunt. Well, unless you’re found out.
The Southampton Daily Echo reported that the city’s major shopping centre West Quay would be turning its lights off for Earth Hour. This was excellent publicity for a centre that’s closed on a Saturday night. Even better, the Echo ranked it alongside Sydney Harbour Bridge as a world landmark!
All well and good, except unfortunately their lights didn’t actually go off. Which turned a good story into bad publicity. The lesson is, when you try to get publicity on the back of an external event, make sure you’ve told the people on the ground.
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