Don't think the media have picked up on it, but it looks like a quickly turned around voucher site populated with scraped content / affiliate feeds.
Unfortunately for the guy who did it, he grabbed a press photo mockup of what Madeline McCann would look like now (she went missing in Portugal several years ago - presumed kidnapped) and used it as an image to promote holidays...
The press are jumping on it like it was a sick attempt at marketing. There's some cries of linkbait from SEOs, but doing some homework on site and it looks like the SEO/webmaster is from China, so probably just grabbed a random photo of a kid from Google images without looking at where it came from in great detail.
Regardless, it's already made the national press in the UK and I wouldn't be suprised if it starts trending on Twitter soon. The otherwise crap domain (loads of spammy backlinks from dead blogs, press releases, etc) now has a bunch of legitimate links (BBC for example) - will be interesting to see how Google handles it.
Also, valuable lessons aplenty.