Another 'what were they thinking?' moment on Twitter this week with the Maldives Marketing and Public Relations Corporation's campaign taking a spectacular dive since its launch six days ago.
The aim of the promotion was to get '#SunnySideofLife' trending on the social network and encourage people to tweet their experiences of the destination.
The destination marketing organisation has certainly got people talking about the islands but mostly in a negative way as human rights protesters continue to hijack the hashtag to air views on the political regime.
If this is anything to go by it seems even ousted Government ministers are chiming in.
According to the DMO's London PR firm, the Maldives knew there would be some reaction but that the campaign is targeting tourists coming to the islands while the negative tweets are coming from the destination.
The backlash will resonate with other DMOs, not least Sweden, which recently ran a Twitter campaign turning its @Sweden handle over to locals to tweet about the destination resulting in negative publicity.
Tnooz has reached out to the Maldives for further comment.