PRCP debuts 'Love Letter' campaign to uplift wildfire victims
Retail real estate operator Pacific Retail Capital Partners (PRCP) is announcing a new campaign to support those impacted by the ongoing wildfires in Southern California.
The Los Angeles-based company is extending its “M-All Hands On Deck” philanthropic campaign to include the “A Love Letter to LA” initiative, aimed at helping “lift up the spirits” of the thousands of individuals and families impacted by the historic wildfires in Los Angeles. Starting today, PRCP’s portfolio of retail centers will be posting directions in common spaces and on social media encouraging everyone, including all malls/shopping centers and office buildings, to share words of encouragement from their own accounts and tag #LoveLettersToLA and #MallHandsOnDeck or adjust the campaign to suit their own respective needs.
“As a Los Angeles-based organization, we are absolutely crushed by the destruction that has occurred as a result of the wildfires,” said Najla Kayyem, executive VP of marketing for PRCP. “We understand the road to recovery and rebuilding will be long and painful, but it is our hope that the ‘A Love Letter to LA’ campaign can serve as an uplifting sanctuary amid the chaos and devastation. Words of affirmation and encouragement can be a powerful unifier during this emotional time, and we wanted to make it easy for the world to share their thoughts with L.A. We strongly encourage everyone to partake.”
[READ MORE: Mall re-maker Pacific Retail spent $400 million on buys and redevelopments in 2024]
PRCP says it also plans to compile a collection of posts from those who participate in the initiative and recirculate them on social media to maximize engagement while also printing off several of the comments and hanging them up throughout its properties in Southern California. PRCP noted that several retailers in the company’s portfolio are contributing a portion of sales proceeds to local restoration efforts or offering free meals or merchandise to first responders.
More information about M-All Hands on Deck can be found here.
PRCP’s portfolio totals 24 properties encompassing over 20 million square feet.