Sheffield agency Front has devised a 1m campaign for the Royal Horticultural Society (RHS), designed to bring all marketing materials for the RHS calendar of events within one recognisable creative “environment”.
The RHS holds four major annual events: the RHS Spring Flower Show in Cardiff; the Chelsea Flower Show; the Hampton Court Palace Flower Show; and the RHS Flower Show at Tatton Park.
Front and the RHS have picked a native UK in-season flower or bulb icon to reflect the personality of each show and these will appear in relevant materials to promote the individual appeal of the separate events. For example, The Chelsea Flower Show is looking to exploit its fashion links with a leather Anemone designed by London handbag and furnishing designer Susannah Hunter.
The shows will be backed by press, radio, outdoor, direct and online advertising.
Front director Joe Chetcuti says: “The overall creative strategy was to develop a consistent and compelling creative platform that worked across all shows. Each show has its own personality which needed to be built upon without loosing the core creative thread that links them together.”
Mediavest, which pitched for the business alongside Front last May, will handle media planning and buying for the campaign, designed to track response directly to ticket sales.
The 2.5m account was previously held by Ideas Eurobrand with media by MediaVision.