PR stunt for TV show bombs in America

It is difficult to see how anyone at Turner Broadcasting thought placing briefcases with blinking lights in public places would be a sensible PR move. But that, PRWeek US reports, is precisely how the broadcaster promoted a new TV series.

Cue a bomb scare in Boston and the closure of major roads. Turner-owned news channel CNN even splashed pictures of SWAT teams charging around, blissfully unaware it was a stunt by its parent company.

A staffer from Interference, the guerrilla marketing firm used to execute the effort, was even arrested.

The chaos led to Turner chairman and CEO Phil Kent taking full-page ads in Boston newspapers to apologise for 'the confusion and inconvenience'.

Shirley Powell, Turner's SV-P of corporate comms, later sought to clarify to PRWeek US: 'We are a very responsible company... We're committed to doing the right thing here.'

About time too.

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