NZ Flowers Week – A Review
Rebecca Jonesis the marketing co-ordinator for the ‘National Flower Promotion Group’ [NFPG] and it is her drive and creativity that initiates many of the successful campaigns coming from the NFPG.
We were pleased to see the high level of grower involvement in the campaign, as well as the florists, putting real people behind the flowers for sale in the florist shops. A public open day held at Van Liers nursery at Kumeu, West Auckland, was very popular and confirmed the public preference for locally grown flowers; the main problem remains, that consumers cannot tell what is locally grown and what is imported at the point of sale!!
Rebecca reports of the success of the inaugural NZ Flowers Week which ran from 21st-27th November:
“The National Flower Promotion group saw the need for a unique campaign to celebrate what makes the NZ flower industry great.
With only a few months to plan, and a little magic, this campaign launched with a bang! It garnered a large amount of industry, consumer and media attention.
Campaign Purpose
The goals of launching NZ Flowers Week were:
-shine a positive ‘spotlight’ on the industry
-show support of domestically grown products.
-educate NZ consumers on where their flowers come from
-create an ‘event’ that has nationwide industry support
Outcome
With nothing to compare to we do believe we achieved all of the above goals and more. The feedback from industry professionals has been nothing but positive, with most looking forward to celebrating with us for NZ Flowers Week 2017. The NFPG is looking forward to expanding on this campaign next year!
In-store and Online POS were simple but effective and the use of an ‘iconic kiwi symbol’ in the campaign logo helped to solidify our cause to the consumer.
Both retailers and growers supported this campaign, using it as an opportunity to market their own businesses both locally and nationally.
The media were very eager to be involved and throw their support behind a ‘NZ Grown’ initiative”.
Rebecca Jones | Marketing Coordinator
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