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Carlos'n Charlie's
Carlos'n Charlie's
Situation: In May 2005, the Carlos ‘n Charlie’s in Aruba faced a media crisis with the disappearance of Birmingham, Alabama teen Natalee Holloway. Because she was last seen at Carlos ‘n Charlie’s, the restaurant’s name appeared in more than 40,000 print articles and was mentioned on every major U.S. national news broadcast within the first four days of her disappearance. The majority of the information the media was given about Carlos ‘n Charlie’s and the situation at hand was not factual.
Solution: Within 36 hours of Natalee Holloway’s disappearance, Quantified Marketing Group had a crisis communications specialist on-site to provide information and facilitate interviews with the numerous reporters visiting the restaurant. QMG also recommended that the restaurant donate $5,000 to the reward fund, which demonstrated Carlos ‘n Charlie’s support of the cause.
Result: Because of our willingness to cooperate with the media and provide factual information, the overall perception of Carlos ‘n Charlie’s (in this situation) changed quickly from negative to neutral. QMG’s public relations specialists were able to guide the restaurant managers through interviews to correct some of the misconceptions about what happened that evening, which has continued to receive international print and broadcast coverage.
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