How an ESF Flash Mob in London turned from PR gold to #socialmediafail

Social Media Fail or just bad luck?

Certainly the ESF don’t come out of this well. Apart from the hours spent training and costs involved (cancelling 250 flights from Grenoble to London must have hurt), more people have probably heard of the event now than if it had taken place. The ESF should be commended for their ambition – this could well have been PR gold – but perhaps there was a certain hubris (‘250 ski instructors take over the streets of London‘) behind the whole event. It’s surprising that no one identified the ongoing legal case as a potential issue. The whole affair doesn’t reflect well on the ESF and can only have worsened how the organisation is viewed from the UK.

See on www.skipedia.co.uk

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