On June 12, 2016, the country was shocked when Omar Mateen stormed into Orlando’s Pulse nightclub and opened fire on innocent victims, many of whom were among the LGBT community. The event became the deadliest mass shooting by a single shooter, and the deadliest incident against gay and lesbian people in the United States, leaving 49 dead and 53 injured.
On3PR worked with the Florida Restaurant and Lodging Association (FRLA)— the state’s number one hospitality trade association — to develop an earned media campaign ‘Dine Out for Orlando United’ (DOFOU), where local restaurateurs would dedicate all, or a portion of, their sales toward the victims and their families on a pre-determined date. On3PR was tasked with coordinating a press conference and/or media availability to include local and state elected leaders, hospitality and tourism industry members and media; and to secure early and immediate media coverage so the FRLA could reach a target confirmation of at least 500 restaurants and to raise at least $500,000 for the OneOrlandoFund.
The total earned media campaign secured more than 109 articles, representing $548,761 in earned media with a potential reach of 59.3 million. On3PR established not one, but three media availabilities with Governor Rick Scott at the breakfast location, Orlando Mayor Buddy Dyer at the lunch location, and Governor Scott again at the dinner location. All three events included FRLA President/CEO Carol Dover and VISIT Florida President/CEO William Seccombe. Due to the extensive earned media coverage, more than 1,500 restaurants participated in the event and event raised more than $750,000. Further, many restaurateurs and large chain establishments extended the event, eventually raising nearly $1 million in additional activities.