Front's campaign in Bloom for Royal Horticultural Society
A new £1million integrated campaign to promote The Royal Horticultural Society’s (RHS) calendar of flower shows has been created by Sheffield based advertising agency Front.
The creative and strategic campaign will promote the Society’s annual flower shows, RHS Show Cardiff, RHS Chelsea Flower Show, Hampton Court Palace Flower Show and the RHS Show Tatton Park.
The campaign will focus heavily online and will include online display, search and affiliate marketing and will also run across traditional offline national media as well as outdoor advertising and radio.
A targeted electronic and direct mail campaign will be aimed at RHS members and will include newspaper inserts and advertisements across the regions. A focus is also being placed on The Garden – the society’s monthly members’ magazine - as a communication medium for the creative executions and strategy.
The agency developed the overall creative strategy to create a consistent and compelling creative platform that worked across all shows while also represent the individual personality of each show without loosing the core creative thread.
One horticultural icon, either a flower or bulb, was selected for each show as its own visual representation and symbol. They were then treated and creatively executed in a way that reflected the specific event; Chelsea – Pinnacle of the Gardening Calendar, Cardiff – The Best of Wales, Tatton Park – Inspirational and Creative, Hampton – Grow Your Own.
Mediavest has also been appointed as media planner and buyer for the campaign.