What a Travel Marketer Learned From Focusing on Death to Sell Vacations

Plum Guide, a small competitor to Airbnb, has divided opinion by talking about mortality to grow its brand

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On Jan. 3, the first day back at work for many in Britain after the holidays, Plum Guide chief brand officer Ali Lowry played a role far beyond the typical job description of a marketer: he donned a black hooded robe, grabbed a scythe and crossed a bridge in London as the Grim Reaper.

He and several other specters of death employed by the travel brand carried orange signs with the ominous warning, “The end is nigh.”

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