‘Love the Plot You’ve Got’, the industry wide campaign to get 30-45 year olds enjoying their outdoor space, received a fantastic reception from suppliers and retailers at Glee with many pledging further support for the initiative.

Initiated by the Garden Industry Marketing Board (GIMB) the stand at Glee comprised a ‘before and after’ garden installation, designed by the Edible Bus Stop. Typical of the size of 14 million gardens in the UK the feature showed what could be done through simple planting and decoration transforming it into a usable and relaxing outdoor space. The gardens provide inspiration and ideas for suppliers and retailers on how best to reach out to this group of consumers that have an outdoor space but don’t know what to do with it or where to start. This is based on insight from consumer research carried out earlier in the year.

A key part of the campaign, which launches to consumers in 2015, will be the ‘Love the Plot You’ve Got’ roadshow which will be visiting a number of events, shows and festivals across  the UK.  Importantly the roadshow, which will include the Glee installation plus two further themed gardens, will help to show consumers of all ages and experience how an outdoor space can be transformed with limited time, expertise and expense. Westland Horticulture has kindly agreed to transport the gardens on their journey across the UK in spring and summer next year as part of their contribution to the campaign.

Keith Nicholson, Marketing Director for Westland Horticulture said: “This is a really worthwhile initiative that Westland is delighted to support and help to get off the ground.  There have been several months of work between the HTA and the wider industry to create a platform that will promote gardening to widest possible audience, and the moveable gardens is just the first project of many”. 

Campaign Manager David Arnold comments: “Glee provided the perfect opportunity for us to unveil ‘Love the Plot You’ve Got’ in a visual way to the trade. Over the three days of the show we had some great engagement and commitment from suppliers and retailers alike and our reception event on the Monday evening was really well attended. We would like to thank Westland Horticulture for their immense contribution which will literally help get this campaign the road!”

David Arnold will be talking about ‘Love the Plot You’ve Got’ at the HTA Garden Futures Conference which takes place on 15 October at the Royal Institute of British Architects in London – see www.gardenfutures.org.uk for further details.

All participating members will be able to access campaign support materials via www.loveyourplot.com.  This campaign website is currently live with a trade login, which allows members to download logos and brand guidelines.  This section will soon include additional collateral including photography and PR tool kits for use in 2015. 

A consumer facing website is under construction and will be live in time for launch in January. This will provide helpful and easy to understand blog and video content - such as how to transform your garden on a low budget and planting & growing for beginners.