The HTA has found that its £1.7 million promotion to increase plant buying, Plant for Life, has made 93.8 million consumer contacts through the media since its launch in February 2004.
An audit revealed that the equivalent result from advertising would have cost £8.7 million. HTA director general David Gwyther said: “This promotional activity comes at a vital time for the industry, which is suffering from the effects of two very difficult seasons.”
The campaign aims to halt the decline of plant sales, which the HTA Garden Industry Monitor found fell by four per cent in the year to June 2005.
Funding came from the EU (50 per cent), HTA (30 per cent) and HDC (20 per cent).
The campaign also tackled problems in landscape gardening by attempting, with DEFRA, to encourage more planting in landscaping.
Further plans for Plant for Life will be presented at the HTA Conference, which will take place on 17 and 18 October in York.
Booking information is available on 01686 668256.
L For further details, go to www. plantforlife.info/business
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