Effective Communication was engaged to help drive visitor numbers to the 2014 RHS Flower Show, with a secondary objective of increasing the Royal Horticultural Society’s profile and its charity status.
HOW WE MADE A DIFFERENCE
Effective ACHIEVED ALL KPIs agreed with the RHS – 9 out of 10 were exceeded
90% of articles contained at least four of RHS’ five KEY MESSAGES
101 pieces of coverage were achieved, including coverage on THE ONE SHOW and DAYBREAK and the DAILY EXPRESS
533 TWEETS used the hashtag #RHSCardiff during the show. Tweets from six key influencers alone equated to a total of 212,700 IMPRESSIONS
in total, the campaign generated 7,751,140 Opportunities To See (OTS) IN PRINT, 103,575,558 OTS ONLINE, 5.5MILLION ON TV, 140,000 ON RADIO
2014 attendance was 3% up on 2013
Record number of people searched for ‘RHS Show Cardiff’ in 2014 on GOOGLE, the highest since the show began in 2005, up from 82,600 on 2013 to 126,000 in 2014
Advance TICKET SALES UP 13% from last year
WHAT WE DID
Acted as BILINGUAL SPOKESPEOPLE for the show
MANAGED MEDIA throughout the weekend including all interview/filming requests
Undertook RESEARCH into media lead-in times to ensure TIMELY CONTENT
Using our CONTACTS we were able to work with Cardiff Metropolitan University to gain access to academic research into gardening, health and wellbeing for news pieces to promote the show dates. We also partnered up with the Cardiff Marriott Hotel to secure high profile editorial competition coverage on a key gardening website
Community events including a schools wheelbarrow planter
ENGAGED with key influencers in tourism, weather and gardening on SOCIAL MEDIA
Worked CREATIVELY to secure and draft non-listings coverage:
- Edible flowers features in food pages,
- Wedding flowers features in bridal magazines,
- Best hidden Welsh gardens in weekend magazine supplements,
- Celebrity interview features on favourite Welsh gardens.
- Beauty features on the science behind floral ingredients.
- Garden Trends for 2014 in homes and interiors supplements.