Colour your Life campaign wins backing from Flower Council of Holland
Colour your Life is a targeted promotional campaign to show consumers the value of plants and green space in their immediate environment...
It works through the consumer media to get the message out – in 2012 the campaign reached 300 million consumers across the 10 European countries where it was running (print insertions only – digital and web additional to this). It is a coordinated campaign, providing practical support to garden retailers too.
Colour your Life was established by Plant Publicity Holland in 2009 and financed with assistance from the European Union. Following re-organization, the campaign will be continuing in the UK, Holland and Germany from April 2013 with support from the Flower Council of Holland and the Dutch trade organization, Floraholland.
Following successful co-operation for the Colour your Life Award at the IPM Essen trade show in January 2013, the campaign’s new backers agreed on a calendar of promotional themes and plants. Specialist PR agencies have been appointed to roll out the campaign in each of the three countries.
The campaign will provide 15 press releases to the media in 2013, plus high quality plant images and additional supporting materials.
There will be six new YouTube films with consumer-friendly gardening tips, weekly social media posts and retail support too. Extra attention will be given to autumn planting this year, to help recruit new gardeners who may not be aware that it is nature’s best time to plant. The Colour Your Life campaign focuses on gardening on balconies and patios as well as in more traditional situations.
Colour Your Life is a storytelling campaign. With this in mind, the website www.colour-your-life.co.uk has been developed to provide practical, attractive and informative facts about the ornamental value of plants and their ‘added value’ benefits.
Pictured, left to right: Mark Long, Colour your Life UK Campaign Director, Remy Steijger, Project Co-ordiantor, Ruud Hiel, from Colour your Life NL and Peter Menke, Germany.
