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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.”