Is this appropriate marketing?

This morning I received a notice that a New York event show to be held this fall is making a donation to the Red Cross of 25 percent of the cost of a two-day Show Floor pass for planners and vendors to "show our support for our colleagues in New Orleans."

While I laud the effort, something about using this info in a marketing piece bothers me—I'd rather they just made the announcement at the show, or afterward. Am I just being overly sensitive here?