The $563 million U.S. Senate Federal Credit Union has apologized for a direct mail piece that features a buxom blonde and generated media attention and a petition drive seeking an apology.
The main page of Alexandria, Va.-based credit union’s website features an apology signed by Board Chairman Christopher Dey and President/CEO Susan Enis. The duo also signed an apology to the Editor of the Capitol Hill paper Roll Call, which the credit union provided to trade media.
“It has come to our attention that the imagery and message in a recent marketing direct mail campaign has offended some of our membership. It was not the intention of this marketing campaign to insult, demean or in any way offend anyone in our field of membership. The Board of Directors and Senior management personally apologize to the membership of the United States Senate Federal Credit Union for this action. The comments and opinions of our members recently received are very important to the Board. We will always value your opinion, membership, and support of the Senate Federal Credit Union,” the apology posted on U.S. Senate FCU’s website stated.
The “Got Big Plans?” campaign offers loans for various purposes, and is still promoted on the credit union’s website. However, the woman’s image has been removed.
The promotion received negative media attention from a blog item in Roll Call, an article in the Huffington Post, and coverage on Washington’s ABC7 News and radio station WMAL.