Mystified in Mùnchen (a story of lemmings and PTSD)

If ever there was a recipe for disaster in holding a press conference, it all came together at the recent Air Cargo Europe (ACE) event in Munich last month.


Mystified in Mùnchen (a story of lemmings and PTSD)


If ever there was a recipe for disaster in holding a press conference, it all came together at the recent Air Cargo Europe (ACE) event in Munich last month. In all our years of covering the air cargo sector the Belly Achers have never, ever been subjected to such a torturous affair than what they were subjected to at one particular press conference. It was really quite a shocking affair, in part because it had all the right ingredients, but somehow the cook cocked up the recipe.

Take one esteemed European cargo carrier, add one reputable European PR practitioner and a healthy amount of air cargo journalists and you would think the outcome would be worthy of a Michelin star. But alas it seems the chef either had too much Weisbier for lunch or the overly ambitious chef was simply not tuned into the right channel. Because of the respect we have for said carrier and said PR practitioner we will spare them the embarrassment of naming and shaming – but you know who you are!

To elaborate further, it was the afternoon of day three of the four day ACE and quite rightfully the air cargo hacks were getting a bit weary from back-to-back interviews, walking the length of the exhibition centre (with the media centre at one end and the air cargo hall at the complete opposite end – a full Underground train stop apart!) and finding their way through the labyrinthine conference rooms cleverly hidden above the exhibition halls where many of the press conferences were held.