There’s a diary date for everything these days, whether you’re looking to promote a new drink, a new snack or in this case, British flowers, you can bet you’ll find a date that fits. However, as PR professionals know all too well, some have more clout than others and with a solid communications strategy in place, you can lead the conversation and see coverage spike at key times of the year.
For the third year running, Storm was briefed by long-standing client New Covent Garden Market to support its ninth annual British Flowers Week campaign, which is a national celebration of British flowers, foliage and plants. The central objective was to ensure strong mentions for the Market throughout the coverage, but this was also the second year that the campaign encouraged businesses and the public alike to create a British Flowers Week window to show support for the struggling floral industry. Our tactics were geared towards getting the country involved and positioning the Market as the leading voice in the UK’s floral industry.
As well as utilising tried and tested press office tactics to target long, mid and short lead consumer print, online and broadcast media, we also produced a trends report compiled using qualitative insights from the Market’s traders on this year’s floral trends. With all the latest tips and tricks to inspire beautiful window displays, titles including Country Life, BBC Gardeners World, Town & Country and English Heritage Magazine, to name a few, covered the initiative in print and online before the week itself.
We also leveraged partnerships with well aligned brands and organisations, which saw the team identify and reach out to new potential targets. Seven partners signed up to work with us on the campaign, including Luscombe drinks, Ebury publishing, and grazing board company Grape & Fig. Most notably, the Garden Museum was a partner once again, hosting its ever-popular, annual British Flowers Week exhibition. The event was also key to attracting the support of The Duchess of Cornwall for the second year running. While in 2020, Her Royal Highness created a window display at Birkhall using garden flowers, this year saw her open and tour the exhibition, with resulting photographs and press output securing nine pieces of national coverage.
In total, 44 pieces of coverage were secured for British Flowers Week, with a reach of more than two billion. The power of awareness weeks is all in how you execute them and British Flowers Week tells us that they can still have huge pull with the media.