Westland move TV ads back 3 weeks in industry first
Westland, one of the UK’s leading consumer gardening businesses, has negotiated a garden industry first in TV advertising. Working with all the key media channels it has been agreed that Westland can delay the start of its lawn campaign due to the prolonged wintry weather - a real boost for the garden industry.
The move, believed to be a garden industry first, will see Westland extend the current season by running its £1m plus TV campaign for Aftercut ‘Even-Flo’ lawn spreader from 15th April - three weeks later than initially planned, with minimal impact on audience reach and channel selection, but of significant benefit to the garden industry by effectively extending the season.
The advert will now be broadcast as part of an extended schedule that will run until the end of May. It will be shown on all mainstream channels including ITV, Channel 4, Channel 5 and various Sky Channels including Sky Sports, Sky Atlantic and National Geographic.
Keith Nicholson, Marketing Director at Westland Horticulture says: “We identified the challenge the garden industry may face as a result of the current weather and took the unprecedented step to move our campaign to mid-April - something I believe will be a real boost to the industry during next month and May.
“For the past few weeks we have been proactively working with our media partners to ensure we deliver the full campaign when the weather is more favourable, in turn, ensuring it has the most significant impact to the gardening sector in 2013 through increased footfall and peak sales.
“TV media is traditionally very inflexible when it comes to changing a pre-booked advertising schedule, due to programming complexity. I am therefore delighted with this outcome, which, to my knowledge, is a real first in TV advertising within our sector. We cannot thank our partners enough for their flexibility.”
