KICK-OFF EVENT
February 12 – Region Wide
Sixteen centers in CBL’s Carolina Region kicked off Operation Heartfelt Salute on
February 14, 2011 by inviting shoppers to craft Valentines for troops serving in harm’s
way. More than 12,000 pink and purple hearts were crafted to show our troops the love of
their admirers back home.
COLLATERALS
Operation Heartfelt Salute was branded with the colors that define American patriotism:
red, white and blue. Shoppers and sponsors were called-to-action with a collateral suite
that included postcards, coupon sheets, fliers, posters and displays.
WEBSITE
All Carolina Region centers included Heartfelt Salute landing pages on their websites.
Web pages encouraged customers to honor their heroes by donating care package items
and crafting Valentines. Because the South is home to 1.2 million active and retired
military personnel, marketing staff incorporated a special section on each mall website
where these servicemembers could download and print exclusive military-only coupons.
To attract shopper attention and rally support for Operation Heartfelt Salute, Carolina
Region malls were decked out in red, white and blue. Marketing staff upfitted RMUs and
display cases with balloons, American flags and posters.
Merchants, sponsors (including Coca-Cola), civic organizations
and local army recruitment centers did not hesitate to volunteer and offer
support for Operation Heartfelt Salute.
PUBLICITY
The Carolina Region garnered over $61,000 in PR value for the Heartfelt Salute
campaign. Reporters headlined stories about the need to “show some love” for troops
deployed in war zones and encouraged viewers, listeners and readers to “let them know
they are not forgotten.”
GRAND FINALE EVENT
MARCH 12, 2011
The Grand Finale event brought almost 40 volunteers and staff together to sort thousands
of donations—including 5,500 CDs and DVDs. Over 1,500 care packages were
assembled and $30,000 donated to non-profit partners Any Soldier Inc, American Red
Cross and Freedom Alliance.
GRAND FINALE EVENT
MARCH 12, 2011
The Finale Event at Hanes Mall in Winston-Salem included games, banner signing,
charity bracelet sales and a chance to “sink” Mall management in a dunking booth.
Games and bracelet sales at Hanes Mall raised nearly $1,500 for Heartfelt Salute.
GRAND FINALE EVENT
MARCH 12, 2011
Hundreds of shoppers bought T-shirts and wore red, white and blue at the star-spangled
Grand Finale event at Cross Creek Mall in Fayetteville. Customers enjoyed army
demonstrations, mascot meet-and-greets, Uncle Sam stilt-walkers and rock climbing.
GRAND FINALE EVENT
MARCH 23, 2011
Triangle Town Center hosted a star-studded Grand Finale event when Mario Lopez, host
of EXTRA on NBC17, agreed to take the stage and urge shoppers to reach out to
deployed soldiers, airmen and Marines.
From 5 to 85, shoppers enthusiastically jotted notes to cheer our soldiers,
sailors, airmen and Marines.
Marines in Afghanistan show off their Valentines and postcards and say “thank you!” for
the Heartfelt Salute.
Dear Freedom Alliance Team,
Words cannot express just how
exciting yesterday was when we open
all those packages. My eyes filled up
with tears and my heart stopped a
moment. Just the thought of people
donating so much amazing gifts and
useful items to our company was
breath taking. Thank you so very much
for the thought and consideration. No
one could believe that all of that
wonderful stuff was for us. The CD's
people gave and even personal CD
cases was absolutely thoughtful. The
personal hygiene and food was things
that everyone loved and needed. As I
am sitting here typing this email I
still can't believe it. Thank you
Thank you.
We have been deployed to Iraq since
January 2011 from Fort Bragg,NC. It
now being almost June the weather has
taken its toll. Hot and Dusty. Your
packages came at a perfect time. My
name is SGT Bianca Ayers ( I was
promoted to SGT 2 days ago :)) I was
deployed here along with my husband
SGT Michael Ayers. We have approx 70
people who also deployed with us, and
believe me when I say there was
something for everyone in those
boxes. The military T-Shirts were
perfect and were gone so fast.
Especially with the weather everyone
could use extras. The females loves
all the girly stuff that we don't get
to see very much anymore, the smell
good hand soap was awesome! It's the
little things in life right. Again, thank you so much. I’ve attached some
photos of a few of us here, thank you again from the bottom of my heart. It
really brightened so many people's day.
SGT Ayers, Bianca
XVIII Airborne Corps
Task Force Dragon
Social Networking PAO (S-6)
Pictured beside dozens of care packages, Sergeant Bianca Ayers gives the Heartfelt
Salute campaign a big thumbs up. She also included a picture of her XVIII Airborne
Corps team and wrote a special letter of thanks.
Good afternoon from Afghanistan,
My name is Gunnery Sergeant Darrel Johansen. I am the proud recipient of the care
packages that you and your group sent over. I had to go to another base for a week and
when I got back, I had 18 boxes on my desk. Surprised is an understatement! I brought out
23 aviation electronics calibration technicians on a deployment to Afghanistan. Most of
us are from Beaufort, SC, New River, NC, and Cherry Point, NC. We do have a few
“stragglers” from CA and HI mixed in. Your care packages lit up their faces. Now this may
sound corny, but you really have no idea how your thoughts brighten up even the most
desolate place on earth. The letters, snacks and gifts are outstanding, but I think the
Marines really feel a sense of worth knowing that someone out there is thinking of them.
Holy cow, someone had put two iPod Touches in one of the boxes. I had to “raffle” them
off in the shop (no fee, of course). I put everyone’s name in a hat and drew a name (the
Marines didn’t know what I had). Then, I asked the Marine an electronics question. If
they got it right, they stood on one side of the room. If they got it wrong, they moved
to the other. Once I had two Marines that got the questions right, I handed them their
new iPods. Speechless is a word I would use to describe them. They are both grateful.
Well, I have attached a picture of the Marines in the shop. Feel free to pass it along to
those that contributed so they know who they are making a difference for. Thank you again
for all the thoughts!!! (P.S. I am the “old” guy on the far left!)
GySgt Darrel Johansen, MALS-40 PME Chief
Customer Activity OEFA, Laboratory NRX
MALS-40 Education Officer
2D Marine Aircraft Wing (FWD)
Operation Enduring Freedom , Camp Bastion, Afghanistan
Gunnery Sergeant Darrel Johansen sent greetings and thanks from Afghanistan along
with a picture of his grateful Marines.
Renowned four-star General David Petraeus sent a Certificate of Appreciation to the
Carolina Region malls, thanking them for the outstanding support provided by Operation
Heartfelt Salute: “Your actions and generosity are in keeping with the finest example of
caring for our own and is what true American heroes are made of.”