Growers and garden centres see £874,000 value from Plant for Life, claims HTA

HTA planting awareness campaign Plant for Life has achieved £874,000 equivalent value of advertising and presented 86.3 million chances to hear the Plant for Life message in its first year of a joint EU-sponsored three-year promotional programme.

In August 2008 Plant for Life was the only UK horticultural bid to secure funding from the EU to create a jointly funded campaign with a value of almost £700,000 over the next three years. Plant for Life media campaigns have focused on wildlife with Making your Garden Flutter, colour with Colour Me, Colour My Garden and roses with Plant Roses for a Culinary Twist.  

Alongside this has been the ongoing Plant of the Month campaign, promoted through garden centres and nurseries.

HTA promotions manager Jennifer Thwaites said: "The campaign has been successful because it has been so varied covering everything from roses to conifers. We want to cover as broad a spectrum as possible and bring in the marginal gardener. We've been targetting lifestyle magazines and non-gardening publications. Garden centres are keen on this because we can reach people they can't."

She added: "The EU funding has enabled us to substantially increase our promotional spend on behalf of growers and garden retailers alike. Our wildlife and Plant of the Month campaigns with attractive point-of-sale to inspire the marginal gardener are helping us to engage more partners to reach our EU target of supporting 800 garden centres and nurseries through Plant for Life by spring 2010."

Thwaites said the HTA is undecided about what to do after the campaign funding finishes in 2011.

 

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