The Trust for the National Mall is dedicated to restoring and improving the National Mall. The nonprofit sought the help of LEM to promote the endowment to support DC’s iconic cherry blossoms. In 2020, LEM brought the cherry blossoms to the public by establishing a #BloomCam video stream along with a robust social media campaign. The campaign went viral with tweets from the First Lady and media coverage from local, national and international outlets. The Trust continues to utilize LEM to secure media coverage of the cherry blossoms and other events. Click below for an example of the coverage: