One such example: the misspelling of Cathay Pacific as “Cathay Paciic” on a Boeing 777-367 seen from the terminal at Hong Kong airport in 2018. Their PR team dealt with this beautifully by taking to Twitter to call out their own mistake and advising “She’s going back to the shop for a repaint”. This led to a flurry of tweets and retweets by the general public making fun of the mistake and offering their own take on the mishap. No harm, no foul and their social platforms saw a huge spike in reach and engagement.
Although this seems like a genuine message of congratulations, four years earlier in 2013 three people died and over 200 were injured after the bombing at the running of that Boston Marathon. This simple, well-intended message suddenly became totally inappropriate.