NCGM opened the doors on its new flower market and Storm was tasked with leveraging this historic market’s move to its new location to raise the profile of the business, tell its historic story, and give voices to the wholesalers who ensure it’s the UK’s only speciality flower and plant market.
A three-phased news generation campaign was put in place for the launch. The national, London and broadcast media were targeted for interviews, profiles and on-site filming to put the move on the news agenda of the day. Alongside, the Press Association was used to create highly visual images of the new market that were sold in to the business pages and picture desks of the national and London-centric media on the morning of the opening. Finally, key consumer lifestyle media and London bloggers received stunning bespoke bouquets to celebrate the opening and to generate coverage on their social media feeds on opening day.
The market opening appeared on BBC and ITV London news programmes on opening day, as well as on London Live TV. Coverage was also achieved across most national papers, including the lead image in the Daily Telegraph’s Business pages and 2 significant items in the London Evening Standard, Time Out, London on the Inside and The Londonist. As a result of the opening campaign, the market received more new customer enquiries in the 3 months in and around the launch than in the whole of the previous year.