The Review Magazine May / June 2021

By Abby deRoo F eel the Zeel, the City of Zeeland’s popular tagline, is currently out on loan for a different cause. Feel the Zeel temporarily became HEAL THE ZEEL last spring as the city aimed to offer encouragement and motivation to the community during this pandemic.

The video showcases Main Street lined with storefronts promoting giant Z! hearts. Due to popular demand, residential and vehicle-sized decals were made available to purchase for a nominal cost. A local printer created a self-serve display where residents could purchase a sticker without making direct contact or entering an enclosed space. Hundreds of Zeelanders claimed their personal sticker, applied them to the windows of their homes and vehicles, and pledged their dedication to seeing our community through these unprecedented times. Zeeland Will Bounce Back With the newly claimed HEAL THE ZEEL brand resonating with locals in early spring, the city found ways to continue building on the sentiment. The Zeeland Police

The City of Zeeland Defines ZEEL As: 1. Abundant enthusiasm that is unique to those living in Zeeland.. 2. A passionate and spirited pursuit to be part of a big small town full of everyday good living and unmatched enterprise.

HEAL THE ZEEL offers as much enthusiasm and charisma as its original counterpart, but with more sensitivity and encouragement during this season. This is a community-wide campaign which represents encouragement and good faith that Zeeland will overcome this season of COVID-19. The campaign recognizes that different parts of the community will need to heal from different aspects of this pandemic—health, economy, education, relationships, and more. City leaders are hopeful that the HEAL THE ZEEL brand will encourage the community to support one another as the community recovers.

Department was recruited to spontaneously deliver locally branded kickballs, with the message “Zeeland will bounce back,” to neighborhood children playing in

their yards. Zeeland had planned to use the kickballs as a giveaway at community events during the summer, but as plans for large events were required to change, the city took the opportunity to brighten the day of local families by distributing the balls around town instead. Marking everything they

touched with the temporary brand, the city hung white and red HEAL THE

ZEEL banners that feature the

now, iconic, Z! heart logo on the light poles downtown, momentarily replacing the colorful FEEL THE ZEEL banners. Layering in as many caring reminders as possible, that Zeeland will pull through these trying times, sidewalks were tagged with HEAL THE ZEEL messages along Main Street and other popular downtown walking routes.

Engaging Businesses in HEAL THE ZEEL Over the past year, Zeeland has consistently introduced morale-boosting activities and programs for the community. Last April, right out of the gate, the city invited local businesses to install large Z! heart decals—to symbolize the HEAL THE ZEEL movement—on their storefront windows. Business owners were asked to take a selfie or video of themselves putting up the decals and the city released a Facebook video (www.facebook.com/feelthezeel) showing footage of the installation process.

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