Potain has issued a statement assuring the industry that its new advertising campaign, featuring a doctored image of the New York World Trade Center, was planned and implemented before the recent terrorist attack on the twin towers.
The French tower crane manufacturer, now owned by the US company Manitowoc, said: “The new Potain advertising campaign which includes a picture of the Manhattan World Trade Center was designed and approved in April 2001. Due to the timing of our launch of this advertisement, we could not cancel this advertisement. Our company shares the pain of the American people as a result of the terrible events of September 11th.” The advertisement appears on page 10 of the September issue of Cranes Today, as well as in other publications. Fearing that the advertisement would cause offence in the wake of recent events, Potain contacted Cranes Today, asking for the advertisement to be pulled. However, as the magazine had already been printed by 11 September and was being posted out to readers, there was nothing that could be done.
Cranes Today’s group sales manager Dave Edmondson said: “Before 11 September it seemed like an attractive and interesting advertisement. We regret any offence that readers may take, but would like to assure them that there is no insensitivity on the part of Potain or Cranes Today in this matter.” There are no plans for the advertisement to be repeated.
