This is a delayed post about remembering 911. That date is one date I dread every year. And I’m not alone in my sensitivity. I’m not going to talk about my experiences on 911 and afterwards. I’ve done that here.
What I do want to talk about in how brands are remembering 911 and other traumatic national events. Navigating this very sensitive topic is difficult for brands. I’m going to focus on a brand that handled remembering 911 with tact and class. There was enough written about the brands which got it wrong. Let’s turn our attention to a brand that got it right, American Airlines.
What American Airlines did right.
For American Airlines, 911 is more than a date for national remembrance, it is personal for them. Flight 11, which was crashed into North Tower of Word Trade Center, was an American Airlines flight. American Airlines lost colleagues.
Today, we pause to remember those we lost. They will forever be in our hearts. – @americanair
That tweet was perfection. It was how brands should handle dates such as 911. Their tone was spot on. It was simple. It was sincere. They didn’t use a hashtag to highlight letting everyone know they were talking about 911. When you read that tweet, you just knew what they were referring to. You felt the emotion.
When brands chose to participate in remembrance of a 911, the Boston Bombing or Newtown, less is more and be human. Remember it isn’t about your brand, it is about the event.
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