HTA avoids 'work' message in refreshed Love the Plot You've Got campaign

Garland PR's Ann Bryant has said the relaunched Love the Plot You've Got will "revolutionise the way the garden industry markets and presents itself to consumers" with a new marketing campaign in its second year.

Organiser the HTA has banned "all imagery and words denoting 'work'" from the campaign and has dropped most of the roadshows held in 2015's inaugural year. Only non-gardening events CarFest North and South remain.

Former Blue Peter gardener Chris Collins will front the campaign to "inspire people to use outdoor space", getting 35-45 year olds into garden centres.

Last year's campaign won backing from trade bodies but not enough cash from companies.

This year an 'al fresco fortnight' from 19 June-3 July will be the centrepiece, with the aim to get to the masses via promotion into consumer magazines and social media, rather than travelling gardens giving inspirational ideas on presentation.

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