PR's blogspot goes wild for whale tales

Diary remains saddened by the demise of London's largest tourist last Saturday night. Perhaps unsurprisingly, the PR industry pounced on the opportunity provided by the northern bottlenose whale's 30 hours of fame in the Thames.

The first quoted eyewitness was BA London Eye director of communications Tom Howard-Vyse. 'I saw a spout of water that sparkled in the air,' he told captivated reporters.

Lewis PR were also hooked on the story, setting up a blog and even naming her (the 19ft creature's gender was only discovered after an autopsy) 'Gonzo'. The nationals seized on the blog, and newly appointed Lewis 'whale watchers' Mark Street and Jon Silk appeared on Sky News and BBC London.

So, had Lewis poured serious amounts of squid and cuttlefish - Gonzo's favourite snack - into the Thames as part of a stunt to promote its blogging capabilities? 'It's a fair cop,' grins Lewis V-P Nick Leonard. 'We only expected a dolphin at best.'

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