Upstep: 9/11 Sale is an un-American, Tasteless Fail

At 8:09 am on September 11, 2001, American Airlines Flight 77 pulled back from the gate at Dulles International Airport. In the next 86 minutes, the plane was hijacked and flown into the Pentagon, killing all 64 people on board along with 125 Pentagon personnel.

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.

Lesson:
Do not leverage 9/11 for your sales promotion. Just ... don't.