HTA chief executive Carol Paris took delegates through details of the Garden Industry Marketing Board’s new ‘Love the Plot You’ve Got’ consumer promotion, which kicks off this spring.

The approach would be based on de-mystifying gardening (but not dumb it down) for the 30-45 age group and inspire them with achievable ideas.

The publicity campaign would target the home and lifestyle press, not traditional gardening magazines.

A roadshow will visit take mini display gardens to locations and events across the country in April and May and a series of Masterclasses will give garden centres a chance to take full advantage of the promotion’s momentum.