Marketing Trendz Volume 22 July/August Edition 2017 - Page 10

community relations KEEPING MEMORY ALIVE The Mall at Millenia celebrates Orlando United Day To mark the one-year anniversary of the mass shooting at Pulse nightclub in Orlando, Florida, The Mall at Millenia celebrated love and loss with the art of expression and the beauty of community. In collaboration with the City of Orlando and Orange County government, the mall generated awareness and support for the “Orlando United Day: A Day of Love and Kindness” initiative. Left directly and deeply impacted by the senseless act, together The Mall at Millenia team and community embraced a leading role in the movement. “We sought to find a respectful way to remember the 49 who lost their lives and honor the survivors and their families,” shared Brenda Lounsberry, marketing director. Described as “pure serendipity,” the partnership between The Mall at Millenia and international street mural artist, Kelsey Montague, evolved at the right time. Known for bringing together art and the human experience, Montague’s freehand work and large-scale interactive street murals stretch across the globe. By stepping into her world, onlookers and passers-by become living works of art. “A perfect opportunity for the Mall at Millenia to provide the community a means to express their commitment to global compassion and support for the LGBTQ community,” Lounsberry added. As part of Montague’s “What Lifts You” campaign, the mural represents solidarity and features 49 individually crafted birds in flight. Revealed in early June, the display was available for viewing throughout the month. Free of business-related marketing goals, the initiative was designed to offer support and strength for the community and encourage reflection. Expanding reach beyond Central Florida, Montague’s social media presence and following helped to spread the message outside of the state. Along with the mural action, participating retailers hosted a number of activities in support of the day and OneBlood accepted blood donations Kelsey Montague addresses the media gathered for the unveiling of her mural. PAGE : 10 over the weekend. Shoppers had the chance to check out special offerings and a performance by the Orlando Gay Chorus, and contribute to a percentage of sales to benefit local LGBTQ organizations. With a donation to the Better Together Fund at Central Florida Foundation, they could also stop by the concierge desk to receive a #ORLANDOUNITED decal. Promoting the initiative via a combination of traditional, social, and digital media, The Mall at Millenia reached a wide and mixed audience. For participating retailers that donated a minimum of 10 percent of sales to a charity organization of their choice, the mall reported a combined estimate of $7,600 raised. As of June 18, for contributing shoppers who donated to benefit the Better Together Fund, the mall reported a total of $846 raised. Click on the window above in our digital edition to see muralist, Kelsey Montague's work come to life.