Exactly 18 years from that moment, custom orthotic insole maker Upstep launches a sale. It sends emails to people on their marketing list promoting a "Patriot Day Flash Sale", complete with American imagery.
|Upstep's 9/11 Patriot Day Flash Sale email|
To refer to this email solicitation as merely a Fail for Creative and Timing is an understatement. 9/11 is a tragedy, not an excuse for a sale. The "flash" of the each of two planes being flown into the Twin Towers is seared in my memory as well as those millions of other Americans. This is not a time for a sales promotion -- this is a day for prayer and remembering our lost family, friends and First Responders.
The email footer states that Upstep is based on Madison Avenue in New York City; however, I cannot phantom how anyone who lived in NYC on 9/11/01 or today would consider, develop or approve this type of marketing communication.
Do not leverage 9/11 for your sales promotion. Just ... don't.