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Raising the Flag to the Survivors
National Touring Campaign
Following the launch of An Old Glory«ous Celebration, a summer-long campaign promoting patriotism at shopping centers, Lovell Public Relations (LPR) faced the challenge of adding a new element that would increase media and community interest the following year. LPR saw an opportunity to give a patriotic tribute with the approaching 60th anniversary of the Pearl Harbor invasion and the summer release of Disney/Touchstone Pictures’ film Pearl Harbor. Securing a partnership with Disney/ Touchstone Pictures, LPR created Raising the Flag to the Survivors, a traveling mall exhibit of original artifacts from World War II, movie props and a behind-the-scenes look at the film.
Generate continued interest in An Old Glory«ous Celebration.
Secure a national sponsorship with Disney/Touchstone Pictures and create an exhibit just two months prior to the release of their Pearl Harbor movie.
Selected 11 malls in key markets to host the exhibit.
Scheduled the tour kick-off in Los Angeles on Memorial Day weekend to coincide with the release of Pearl Harbor and coordinated special ceremonies honoring Pearl Harbor survivors at each participating mall.
Showcased memorabilia from WWII, original movie props and personal stories and photos from local survivors.
Invited city officials and local children to participate in the tributes and gave communities an opportunity to share sentiments with the Pearl Harbor survivors in a leather-bound journal that traveled with the exhibit.
Secured media coverage on CNN as well as in each of the 11 markets.
Hosted more than 100 Pearl Harbor survivors during the exhibit kick-off events, including three Navy nurses and a Doolittle Raider.
Increased traffic at the participating properties with thousands of people passing through the malls to view the exhibit, as is evidenced by the sentiments and hand-written notes in the traveling journal.
Retired the journal in the USS Arizona Memorial archives in Hawaii.
Recognized with 2001 Public Relations Society of America (PRSA) Silver Anvil, the public relations industry’s highest honor, as well as a 2002 MAXI Award for excellence in marketing.
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Macerich malls honored more than 100 Pearl Harbor survivors during unveiling ceremonies for the exhibit in 11 markets.
Photo: David Lawrence