What’s the best way to start a conversation with customers, communities or patrons? The answer is different for every client. By tailoring a communications and PR strategy just for you, The Lovell Group focuses all of our efforts on those channels with the greatest potential to build awareness. From grassroots social media campaigns to celebrity support for high-profile events, our strategic approach opens up a targeted dialogue that gets results.

Case Studies

Bolstering Credibility

A national mall owner emerges as a thought leader in retail trends. LEARN MORE >>

Feeding a Foodie Frenzy

Charity funds and restaurant guest counts rise in DFW. LEARN MORE >>

Developing a Following

A luxury development makes headlines for all the right reasons. LEARN MORE >>

Stocking Holiday Pantries

Our strategy makes the season of giving go further. LEARN MORE >>

Restoring Peace of Mind

A mall shooting requires swift, transparent communication. LEARN MORE >>

Shopping in America Surveys National mall owner and operator Macerich came to The Lovell Group with a formidable challenge — to help the company compete for national exposure among leading competitors. By working closely with the client team to develop a series of carefully targeted surveys on seasonal shopping habits, we effectively set the stage for a media relations push that positioned Macerich as a thought leader in retail trends. These successful Shopping in America surveys collected valuable consumer insights ranging from anticipated spending to hot fashion trends during a given season. Our involvement in the survey development and accompanying media relations strategy paid off, building credibility for the survey brand and Macerich despite competition from larger, more established surveys. Media relations results included elevating the Macerich brand with 500 million+ media impressions, tripling year-over-year for holiday PR efforts. Coverage included top-notch TV placements covering national consumer news and business angles, including CNN Headline News, MSNBC, Fox News Channel’s Fox & Friends, CNBC and others. The brand-building campaign also garnered hundreds of newspaper, magazine and wire placements, including the Wall Street Journal, USA Today, Los Angeles Times, Washington Post, Chicago Tribune, New York Post, UPI and Gannett, Newsweek, BusinessWeek and Real Simple — along with national marketing and industry trade publications like Women’s Wear Daily, Adweek and Brandweek.
Engagement Highlights
  • Positioned client as the go-to authority on retail trends
  • 500 million+ media impressions
  • High-profile broadcast and print placements
DFW Restaurant Week With the help of The Lovell Group, DFW Restaurant Week has become North Texas’ most popular summer dining event. The beloved foodie campaign, spearheaded by CBS Radio, features delicious prix fixe menus at more than 130 of the area’s hottest restaurants. The event not only fills seats during the historically slow summer dining season — it also channels 20 percent of the proceeds from each meal to local nonprofits the North Texas Food Bank and Lena Pope. Our involvement over the past several years has included brand building, campaign management, media relations and social media initiatives. We also worked with CBS to launch the signature First Course Kick-Off Parties in 2014 and 2015. Through strategic partnerships and marketing promotions with sponsors such as Central Market, Metroplex Cadillac Dealers, Texas Beef Council, Dallas Convention & Visitors Bureau, and the American Institute of Wine & Food, we’ve continued to help build credibility and notoriety for this popular event. Recent focus has included strengthening the brand across traditional and social media platforms, as well as evolving the program to appeal to a broader demographic. Last year alone, the successful campaign raised over $700,000 for charity. And if history repeats itself, we expect that number to rise — along with the growing number of social media followers. Media coverage includes notable outlets such as Texas Monthly, Zagat, Eater, D Magazine, the Dallas Morning News, the Dallas Business Journal, Modern Luxury, CultureMap, the Fort Worth Star-Telegram and many more, including extensive TV and radio attention.
Engagement Highlights
  • Over $700,000 raised for charity last year alone
  • Media coverage in high-end publications and local TV and news outlets
  • Several years of increases in:— Total funds raised for charity— Social media followers— Restaurant reservations
Wade Park Mixed-Use Development Wade Park is an impressive $1.2 billion, 175-acre luxury mixed-use development in Frisco, Texas, that needed an equally impressive media and community relations strategy. With extensive expertise in commercial real estate PR, The Lovell Group worked with Thomas Land & Development and project partners to create a multi-phased campaign aimed at keeping the development in the headlines and top of mind for potential tenants. As one of the fastest-growing communities in the nation, Frisco is the soon-to-be headquarters for such legendary organizations as Dallas Cowboys, Toyota and JC Penney. We kicked off the Wade Park engagement with a highly successful groundbreaking event — complete with luxury tent, refreshments and beautiful property renderings — which was attended by local dignitaries including the mayor of Frisco and other city officials. The large crowd was wowed by the well-run program and extensive media attendance. We continued to capture the media’s attention with development updates and announcements of high-end retailers including Whole Foods Market, iPic Theaters, Pinstripes, and a second location for the chic and eclectic Hotel ZaZa. Ongoing media coverage includes the Dallas Morning News, Dallas Business Journal, D Magazine, CultureMap, local TV and radio, and national business and industry trade groups such as GlobeSt. Wade Park was recognized by the Dallas Business Journal as one of the Best Real Estate Deals of the Year in 2014, in the Mixed-Use Development — Suburban category.
Engagement Highlights
  • Successful groundbreaking event
  • Ongoing announcements, including high-profile tenant signings
  • Development named among the Best Real Estate Deals of the Year by the Dallas Business Journal
North Texas Food Bank Holiday Campaign The holidays are a traditionally busy time for the North Texas Food Bank. In fact, the Dallas-area charity often aims to raise 40 percent of its annual donations from Thanksgiving to New Year’s. And for several years running, this well-respected nonprofit organization engaged The Lovell Group to communicate an urgent need for public support heading into the holiday season. While donations of canned goods are always appreciated, the North Texas Food Bank is best equipped to stretch donor dollars and feed more hungry neighbors through monetary donations rather than canned goods alone. With this in mind, our team engaged local media and potential donors using a multi-tiered, integrated communications strategy that leveraged NTFB ads and promotions. We also creatively positioned fundraising needs with personal stories. The annual effort included a campaign launch event and multiple media and community events, which we coordinated, to showcase the Food Bank’s hands-on work in the North Texas community. We remained focused on keeping the organization top of mind in news stories, social media channels and targeted community outreach to prevent thousands of North Texans from going without food at a time of year often characterized by family feasts. In a single year, campaign efforts helped NTFB raise more than $7.5 million in holiday gifts — representing continued annual increases. The holiday campaign has been recognized with MarCom Gold and MarCom Platinum Award for nonprofit communications, along with the Hunger’s Hope Award for Marketing Campaign of the Year from Feeding America, and others.
Engagement Highlights
  • More than $7.5 million raised in a single holiday season
  • Annual fundraising increases
  • Hundreds of annual media placements garnering millions of media impressions
  • Numerous campaign awards
Crisis: Mall Shooting When operators of a prominent California shopping center were faced with a gang-related shooting that injured three people including a security guard, they looked to The Lovell Group to work in sync with the management team and parent company to address the situation with both internal and external audiences. By promptly and strategically dealing with crisis communications on two levels — immediate response and long-term grassroots efforts — our strategic crisis management ultimately positioned the mall as a strong corporate citizen and leader in prevention efforts, while focusing needed community attention on the larger issue of gang-related violence. Maintaining an open, transparent posture with media and merchants helped restore confidence in the mall’s safety measures and procedures, while increased officer presence helped calm fears in the initial aftermath. A published “Open Letter to the Community” and editorial board meetings with area papers helped spur further community conversation on the topic of growing gang-related violence and ways to positively engage teens and young adults. Lovell also helped form a partnership with a local gang-resistance and education organization, which recommended converting an empty retail storefront into a community room for organizations serving area youth. Not only did mall traffic resume, but the property successfully emerged as a true community partner, solidifying shopper loyalty. The crisis communications garnered multiple positive newspaper articles commending the mall’s swift response to the crisis and newspaper editorials heralding the mall as a true “corporate citizen.” It successfully brought together the community and prominent city officials in a grassroots prevention effort with the mall serving as the primary venue. Our efforts were published in a national publication and presented in shopping center industry trades as a strong case study in crisis communications. We were also recognized with awards including a MAXI Merit award from the International Council of Shopping Centers, further elevating The Lovell Group as a trusted resource for crisis communications.
Engagement Highlights
  • Swift, open response helped restore peace of mind
  • Mall traffic resumed
  • Gang-resistance initiatives positioned client as a good corporate citizen
  • Efforts were recognized with a MAXI Merit award

Engaging Celebrity Support

Our strategic star power takes a charity event higher. LEARN MORE >>

Sharing Hope via Hashtag

Our socially savvy campaign attracts faithful followers. LEARN MORE >>

Relaunching a Wellness Icon

A renowned aerobics center reopens to VIP fanfare. LEARN MORE >>

Serving Well-Heeled Guests

Our pet concierge campaign was the talk of yappy hour. LEARN MORE >>

Remembering Pearl Harbor

A Hollywood movie inspires a summer tour of patriotism. LEARN MORE >>

Celebrity Shoes for Orphans Having previously launched the award-winning Shoes for Orphan Souls campaign for Buckner Orphan Care International, The Lovell Group took the well-known shoe drive program to star-studded heights with its Celebrity Shoes for Orphans spin-off. Our team solicited autographed, personal footwear from high-profile entertainers, from Tom Hanks and Shaquille O’Neal to Julianne Moore and Charlize Theron. We then created a traveling exhibit, shoe drive and online auction that toured malls nationwide. In addition to marketing, promotion and media relations, our team planned and implemented every aspect of the nonprofit campaign, including branding, collateral, and tour displays; transportation and security for the shoe tour; detailed guides for setup and implementation; soliciting and coordinating with corporate partners; setup and management of the online eBay auction; coordination of the campaign kick-off event with E! correspondent Melissa Rivers; and more. The cause-marketing effort showcased Buckner’s work to the masses — increasing interest in the organization’s humanitarian efforts abroad, while boosting foot traffic at participating centers and elevating exposure for sponsors. Despite a very limited budget, the campaign was recognized for numerous awards alongside other high-profile national campaigns.
Engagement Highlights
  • Piqued interest in the client’s humanitarian efforts
  • Increased foot traffic at participating centers
  • Elevated exposure for sponsors
  • Received multiple awards despite limited budget
#HopeCentered Social Media Campaign The Lovell Group created the engaging #HopeCentered social media campaign to mark the fifth anniversary of The Hope Center in Plano, Texas, while raising awareness for the center and its 40+ Christian ministry tenants. The weeklong campaign encouraged people to Be #HopeCentered by sharing hope on social media. For each Facebook, Twitter or Instagram post using the #HopeCentered hashtag, participants were entered for a chance to win a $5,000 donation for their favorite participating ministry or the North Texas Food Bank or American Red Cross DFW. TLG and our creative partners developed every facet of the integrated campaign, including a dedicated website landing page and numerous promotional materials and videos. We also handled internal and external communications. A variety of campaign graphics were designed to draw attention and traffic with encouragement to share on social media as part of the contest. More than 280 community leaders, ministry partners and other attendees filled the lobby for the dedication and campaign kick-off event announcing the beginning of “HopeCentered Week” in Plano. The campaign was supported by secured sponsors Thrivent Financial, Tri-Hawk Media and 94.9 KLTY. The #HopeCentered campaign generated more than 22 million impressions through social media, digital communications and radio ads alone, along with significant increases in social media followers and engagement, and a massive 3,000 percent increase in website traffic for The Hope Center.
Engagement Highlights
  • More than 22 million impressions
  • Significant rise in social media followers in just 10 days
  • Twitter: 5 percent growth
  • Facebook: 5 percent growth
  • Instagram: 40 percent growth
  • 3,000 percent increase in website traffic
Cooper Fitness Center Reopening World-renowned for revolutionizing the practice of healthy living, Cooper Aerobics consulted The Lovell Group to promote the reopening of its exclusive Cooper Aerobics Center following a multimillion-dollar renovation. We responded with a spectacular media event. To enhance awareness and generate enthusiasm for the Cooper Spa, Cedars Woodfire Grill, The Coop specialty retail boutique and other luxury amenities, The Lovell Group developed and promoted a memorable unveiling event for media and VIP guests designed to align with a special evening event for members. In true Cooper style, Dallas Cowboys legends (and Cooper fans) Roger Staubach and Troy Aikman joined Dr. Kenneth Cooper and son, Dr. Tyler Cooper, to run through a giant banner in lieu of a traditional ribbon cutting. Strategic media materials were developed to capture the Cooper legacy, fitness philosophy and best-in-class amenities, including a full-service day spa offering restorative, therapeutic and rejuvenating treatments, and a new fast-casual restaurant. The grand opening event received extensive coverage in major DFW publications including D Magazine, the Dallas Business Journal, the Dallas Morning News and popular blogs. It also received local TV and radio coverage on ABC, NBC, CBS and FOX affiliates, among others.
Engagement Highlights
  • Extensive coverage by local news outlets
  • Grand reopening attended by two Dallas Cowboys legends and VIPs
Hotel Pet Concierge Hotel Palomar Dallas tapped longtime PR firm, The Lovell Group, to launch and sustain the Kimpton brand platform for its pet-friendly offerings. With the announcement of a new canine “director of pet relations,” we created a national media relations campaign to unveil the adorable pup (who changed faces throughout the years) responsible for highlighting the pet-friendly hotel packages and unique concierge services — along with the hotel’s “pets stay for free in luxury” policy. To boost local exposure, we created and publicized popular yappy hour events benefiting Dallas pet rescue groups like the SPCA, Paws in the City and Operation Kindness. The events featured signature themed cocktails and bites from the hotel’s popular restaurant, Central 214, along with pet-friendly activities with local retail partners from dog groomers to snow cones for pups. The events brought pet lovers to the property to experience the hotel’s pet-friendly environment while also supporting like-minded causes. The events were covered by local society media as well as with mainstream news media, with cameras shooting live for evening TV news broadcasts. Local personalities such as CBS 11’s Gina Miller also attended with their pets. In the first year alone, the hotel PR campaign elevated pet bookings by 45 percent compared to the previous year. The campaign continued to garner attention making the hotel one of the most well-known in the brand for pet-friendly services. Media coverage highlights include ABC’s Good Morning America, the Dallas Morning News, USA Today, the Austin American-Statesman, Hotel Chatter, MSNBC, Conde Nast Traveler, and pet-focused media like Luxury Paw and Fido Friendly.
Engagement Highlights
  • Pet bookings rose 45 percent in first year alone
  • Extensive media coverage including local, national and luxury/trade
  • Ongoing media attention and exposure
Pearl Harbor: Raising the Flag to Survivors Following the launch of An Old Glory*ous Celebration, a summer PR campaign promoting patriotism at shopping centers, The Lovell Group saw an opportunity to pay tribute to the approaching 60th anniversary of the Pearl Harbor invasion and the summer release of the Disney/Touchstone Pictures film Pearl Harbor. Securing the partnership with Disney, Lovell created a spin-off program called Raising the Flag to the Survivors, a traveling mall exhibit of original artifacts from World War II, along with movie props and a behind-the-scenes look at the film. Our team planned and executed virtually every aspect of the tour and exhibit, which kicked off in Los Angeles on Memorial Day weekend, coinciding with the release of the movie and featuring special ceremonies honoring Pearl Harbor survivors at each mall. The events showcased WWII memorabilia, original movie props, and personal stories and photos from local survivors. City officials and local children participated in the tributes, and communities had the opportunity to share sentiments with survivors in a leather-bound journal that traveled with the exhibit and was retired in the USS Arizona Memorial archives in Hawaii. The PR campaign was recognized with a PRSA Silver Anvil, the public relations industry’s highest honor, as well as a MAXI Award for excellence for in shopping center marketing.
Engagement Highlights
  • Ceremonies at shopping centers honored survivors
  • Recognized with a PRSA Silver Anvil
  • Honored with a MAXI Award


“As a person that has had a business relationship with Betty for over 10 years, I cannot recommend them…Read More
“As a person that has had a business relationship with Betty for over 10 years, I cannot recommend them enough. The Lovell Group, under Betty’s leadership, is a creative, energetic and cohesive team that delivers results, and I speak from experience.”

Jan Pruitt, President & CEO 

North Texas Food Bank

“No matter the challenges — from tight deadlines to tight budgets — The Lovell Group always comes through with a…Read More
“No matter the challenges — from tight deadlines to tight budgets — The Lovell Group always comes through with a successful campaign and strong results. Betty and her team take a refreshingly proactive approach, looking for ways to connect the dots with partners to strengthen marketing platforms and maximize ROI.”

Cherise McVicar, Senior VP, National Promotions & Mobile MarketingDisney/Buena Vista Marketing Group

“I recommend The Lovell Group highly. (We) interviewed several PR firms and are extremely happy about our decision to…Read More
“I recommend The Lovell Group highly. (We) interviewed several PR firms and are extremely happy about our decision to work with Lovell. Lovell is handling all of the PR for our $400 million mixed-use development in Dallas….It is our firm’s largest and most important development and it is a high-profile project within Dallas circles as it is a complex public/private partnership involving the City of Dallas, Dallas County, North Central Texas Council of Governments and DART….Juggling all of these relationships is no small task. Lovell is one step ahead of us in every way — always anticipating and maximizing the public relations impact of every twist and turn throughout the development process.”

Stephanie Colovas, Sr. Managing DirectorPrescott Realty Group

“The Lovell team makes your job so easy, as their turnkey approach just takes a huge burden off of the marketing…Read More
“The Lovell team makes your job so easy, as their turnkey approach just takes a huge burden off of the marketing group. One of their best qualities in addition to their incredible work ethic shows how instinctive they are about a company’s needs. They learn the corporate protocol very quickly, and ensure everything is done with precise accuracy. Their relationships with the local media are authentic, and their calls get returned.”

Leisa Barger, Senior VP, MarketingThe Retail Connection

“We sought more than a PR agency. We needed a trusted, strategic partner to help develop marketing and…Read More
“We sought more than a PR agency. We needed a trusted, strategic partner to help develop marketing and communications platforms to match our growing property portfolio. The Lovell Group fit the bill. From strategic communications and crisis management to media relations and award-winning community programs, Lovell served as our ‘right hand’ for nearly a decade, supporting both corporate and individual mall property initiatives nationwide.”

Susan Valentine, SCMD, Senior VP, Consumer MarketingMacerich

“Proactive. Reliable. Driven. These are just a few of the words that come to mind when describing The Lovell Group.…Read More
“Proactive. Reliable. Driven. These are just a few of the words that come to mind when describing The Lovell Group. From creatively positioning our holiday promotions to new retail business announcements, the Lovell team has been a tremendous agency partner in promoting our property.”

Cindy Thompson, Marketing ManagerGeneral Growth Properties


As one of the most respected and in-demand communications teams in major markets across the nation, The Lovell Group can’t afford to spend time polishing our trophies. Yet we’re immensely proud of the award-winning work we’ve done, because every honor and accolade is a powerful testament to the professional polish we bring to our clients. We’ve earned a number of awards over the years, including the coveted Silver Anvil award for public relations — the highest honor in the field. Here are just a few examples of the tangible awards we’ve chosen to spotlight in our virtual trophy case:


Public Relations Society of America (PRSA) Silver Anvil
Texas Public Relations Association (TPRA) Silver Spur Award
PR Week Honorable Mention, Nonprofit Campaign of the Year
The Communicator Print Media Award of Distinction
International Council of Shopping Centers (ICSC) MAXI Award
Retail Advertising and Marketing Association Peter Glen Service Award