The Challenge
The RHS Hampton Court Palace Flower Show is one of the world’s largest annual flower shows, featuring inspirational show gardens, shopping opportunities, celebrity talks and demos, stunning floral displays and family activities.
The 2018 brief involved a mixture of racked and hand to hand distribution during the 4 months leading up to the show. Objectives were to reach 150,000 visitors to the show with a particular focus on advance sales.
Other key objectives were to target non-members, generate local awareness/excitement and ensure maximum coverage across London and the M3 corridor. London (South, West) and towards
Distribution should begin during the Easter weekend, and continue up to and throughout the show.
Quantities Posters – 750
Leaflets – 100,500
The Strategy
We targeted non-members and potential visitors through a mixture of print display, hand- to-hand and poster distribution. We enforced this through complimentary promotional activity on our editorial site londoncalling.com. We targeted the areas local to Hampton Court, suburban London and those areas indicated on the RHS heat map to generate excitement and awareness of the event. Additionally, we targeted audiences visiting other garden/landscaping shows and florists/garden centres who fit into the ‘Pretty Pride’, ‘Open Socialists’ and ‘Gardening Evangelists’ demographic.
Across the campaign we have placed print across neighbourhoods in London and the South East including Richmond, Kew, Guildford, Woking, Kingston, Battersea, Putney, Barnes, Wimbledon, Surbiton, Farnham, Alton and many more!
We also used our specialist London Florist/Garden Centre runs to generate interest from a core audience in venues such as Chelsea Physic Garden, Battersea Flower Station and Camden Garden Centre. We then replicated these garden centre runs in Surrey and Hertfordshire in venues such as Reigate Garden Centre, Woking Garden Centre, Chessington Garden Centre and Twickenham Garden Centre.
Additionally, we undertook some significant direct handout work at the following events:
Florimania at Hampton Court Palace
Ideal Home Show Kensington Olympia
Spring Country Living Fair at Alexandra Palace
Hampton Court Festival – Jools Holland Concert
Wimbledon Tennis Goody Bags
The Results
Across the 4 month campaign we serviced 1,750 different venues with RHS Hampton Court print.
This included poster coverage of 750 posters and distribution of 127,000 leaflets.
RHS Hampton Court was also featured in our weekly newsletter sent to 50K engaged cultural subscribers in London.
