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Stunt gets the bird

25th July 1996, Page 14
25th July 1996
Page 14
Page 14, 25th July 1996 — Stunt gets the bird
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Which of the following most accurately describes the problem?

• Parcels delivery firm Amtrak found itself coping with a marketing nightmare last week when a customer's publicity stunt enraged the Royal Society for the Prevention of Cruelty to Animals.

The franchised operator was deluged with calls after completing an overnight delivery of 79 racing pigeons to financial journalists.

Although the RSPCA later said the parcels carrier had been an "innocent party" to the stunt, Amtrak marketing manager Roger Gamlin said it was "an activity we wouldn't want to repeat".

Now the company is deciding whether it will continue to work for Clarendon, the PR agency which sent the birds.

Amtrak runs a service which reunites lost racing pigeons with their owners, but Gamlin stresses: "The service was not intended for this kind of use."