Front designs RHS annual events ad material

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”.

RHSChelsea09Sheffield 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.

Recommended

Yell extends 118 247 campaign following success

Marketing Week

Yell, the international directories business, is extending the advertising campaign for its directory enquiries service 118 24 7, after recording a 70% increase in call volumes to its UK call centres. The 30 second TV ad, which features cult internet cartoon character “Magical Trevor”, has now been extended to 60 seconds and has been posted […]

Subaru signs Olympic medalist

Marketing Week

Subaru, the car manufacturer, has drafted Olympic medalist event rider Sharon Hunt as its new brand ambassador. As part of the sponsorship deal Hunt (pictured) will help promote Subaru at the events she will compete in throughout the year. Hunt is ranked among the top 50 eventers in the world. Subaru also sponsors fellow event […]

Specsavers campaign promotes hearing aids

Marketing Week

Specsavers is launching a TV campaign to promote the fact that the glasses retailer also sells hearing aids. The “Hearing Dog” campaign, created by its in-house creative team, breaks on April 20 and features an animated dog created by Hibbert Ralph Animation. Aimed at older viewers, the ad opens on a long-suffering pet dog who […]

Comments

    Leave a comment

    Close

    Discover even more as a subscriber

    This article is available for subscribers only.

    Sign up now for your access-all-areas pass.

    Subscribers get unlimited access to unrivalled coverage of the biggest issues in marketing and world-renowned columnists, alongside carefully curated reports and briefings from Econsultancy. Find out more.

    If you are an existing print subscriber find out how you can get access here.

    Subscribe now

    Got a question?

    Contact us on +44 (0)20 7292 3703 or email customerservices@marketingweek.com

    If you are looking for our Jobs site, please click here

    Subscribers get unlimited access to unrivalled coverage of the biggest issues in marketing and world-renowned columnists, alongside carefully curated reports and briefings from Econsultancy. Find out more.

    If you are an existing print subscriber find out how you can get access here.

    Subscribe now