Royal Horticultural Society
The challenge Our job was to help sell 432,000 tickets to the three Royal Horticultural Society (RHS) Flower Shows – including the famous Chelsea Flower Show, Tatton Park and Hampton Court Flower Shows. Strategy We used an integrated approach to creative and media; including radio, national & specialist press, press, outdoor, digital and direct marketing. Recruitment to the shows focused three core audiences; keen horticulturalists, garden lovers and pleasure seekers (people looking for a great day out). We tailored propositions to appeal to each audience. Creative Each of the RHS shows has its own unique characteristics and appeals to different audiences. Each show needed to maintain its own individual identity. They also needed to appeal to newer and younger audiences, while retaining appeal for the core audiences of horticulturalists and garden lovers. Chelsea Flower Show This is the first social event of the season. The audience is sophisticated, stylish and fashionable and likes to be up with the latest trends. We commissioned a well-known fashion designer to develop and enhance the show’s identity year on year. Unique illustrations reflected the calibre and stature of the show. Hampton Court: In 2008 we gave Hampton Court a fresh new look to help revitalise the show. It had become a little dowdy. So we worked with the RHS team to make the show relevant to people living in modern times – from semi-detached houses with gardens, to flats with balconies – showing people that, whatever your garden, RHS can help you make the most of it. Tatton Park To reduce the risk of appealing to one stereotypical audience – keen horticulturalists who had retired from the workplace – we helped the RHS Shows team position the Tatton Park Flower Show as a show for gardeners of all ages, levels of interest and with gardens of all different sizes.
What's good about it?
The exact results are a competitive and closely-guarded secret. However, we can tell you that our success is judged on ticket sales, where we exceeded targets year on year for each show.
