All event related marketing needs to be considered and reflect the value of the community and wider population demographics. There are just some things that you are not allowed to advertise and there are a lot of things that you should not do; things like sexist ads targeting (say) Gen-X males may be amusing at first but could generate an undesirable backlash (and maybe worse) if the non-intended audience is exposed to it. This is not to say that it is OK to perform this type of marketing in secret hideaway places; I’d like to think that we have moved away from the Neanderthal thinking of bygone days.
Audiences are smarter today than ever before, and they are getting smarter every day. Thinly veiled promotions that commercialise close-to-heart events should be carefully considered and, in most cases, shelved.
ANZAC Day is one such event. Most Australians (and I apologise for the generalisation) see ANZAC Day not as a celebration of war, but as a celebration of sacrifice, service, and mate-ship. It is widely seen as a nation defining moment.
Many have tried to get some advertising traction by associating their marketing activities with ANZAC Day. Most have failed.
The most recent high profile one that I can recall was the Woolworths “Fresh In Our Memories” campaign in 2015. Although Woolworths denied it was a linked marketing campaign, most people saw it for what it was, and let Woolworths know all about it. The campaign was promptly discontinued.
My advice, for what it is worth, is steer clear of ANZAC Day association marketing. Instead acknowledge the day and promote your goods and services in ways that people can enjoy the event.