There’s nothing like the holiday season to bring out the derp in managers of social media for businesses and corporations. Top contender for this Christmas’ competition has to be the “ginger bread shack house” photos from the Orient-Express’ posh Mount Nelson hotel in South Africa. Immediately after tweeting the pictures, there was an online backlash for the seeming insensitivity of making a ginger bread house modeled after the dilapidated hovel in which many of South Africa’s poor reside.

The hotel has since deleted the picture, but not before many caught a screencap:

Here’s another view:

Ginger-bread-shack1

https://twitter.com/AlexandreLaudet/status/415365560382136320

After apologizing, the hotel tried to explain that the ginger bread shack was an attempt to raise awareness or something.

Uh huh. Yeah, we’re totally buying that excuse — that’s why the photo was deleted. It was raising too much awareness!