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Kew Gardens ads drip with colour to promote Tropical Extravaganza

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By The Drum Team, Editorial

February 1, 2010 | 2 min read

Kew Gardens is promoting its upcoming Tropical Extravaganza festival with an ad campaign created by Cravens.

The 'Dripping with colour at Kew' campaign is intended to give potential visitors a taste of the striking colours of the thousands of tropical flowers that will be on display throughout the festival.

Breaking today, ahead of the festival opening on Saturday, the work will run for a month across London in the shape of outdoor ads and bus T sides.

There will also be links and banners on the Kew and Royal Horticultural Society websites, and an "interruptive" ad in the Daily Telegraph.

Jennifer Bailey, marketing manager for Kew Gardens, said the campaign "fully reflects the riot of colour" which will be on show at the London attraction.

"We are aiming to build on the success of last year's event which attracted over 100,000 visitors with what is expected to be our most colourful festival ever," Bailey said.

Cathy Atkinson, client services director at Newcastle-based Cravens, added: "The exuberance of colour at Kew which our campaign plays on is the perfect antidote to the dark and grey winter days.

"The image is designed to literally break out from the chosen media, in the press, on a bus or online to grab people’s attention.”

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