I wrote about Mark Warner and their travel PR strategy not long after Madeleine McCann went missing. It was a tough time for them and I think they handled it well.
But I wonder now, in hindsight, if they wish they had pulled out of Praia da Luz soon after those sad events.
It is a great place. I took a tennis course there for the Sunday Times and enjoyed it very much. But the spectre of the Madeleine McCann case hangs over the resort and refuses to go away – particularly now that British police are combing the undergrowth and increasing their on-site investigations.
It is hard not to feel some sympathy for holidaymakers in Praia da Luz.
Mark Warner would rather refer to the resort as Ocean Club Beach Resort but clearly most people can make the connection and – from the Mark Warner prices, which tend to be a bit lower than at their other resorts – it must be one of their hardest sells.
I don’t suppose that will change as long as it stays in the news pages rather than the holiday section.