News from Pelargonium for Europe 🌱 July

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From
Pelargonium for Europe

• July - August 2019 •

Pelargonium for Europe is a marketing initiative active in 10 countries, founded by breeders to promote and ensure long-term geranium sales across Europe.

The season is nearly over! Our partners are now busy gathering all of their results so in the coming months we'll send a final edition of PfE trade news sharing the best of this year's activities.

International Highlights
Here we're sharing just a few examples and each country has a different budget with different goals

Switzerland
• This blog post was created in cooperation with House Safari, a popular interiors blog. It promoted geraniums as back in fashion and featured lots of in-depth information and care advice. The blogger even held his own geranium photoshoot at his home.

• Various local events took place with geraniums as the theme; such as a guided tour of geranium varieties by Stadtgrün Bern, the gardening organisation that designs and maintains public green space of the city of Bern. This was featured in Schweizer Landliebe, with a circulation of 208,000.

• A nice article on geranium care advice and decoration ideas published in popular magazine Schweizer Garten.

UK
• An impressive geranium installation was created by top London floral influencers McQueens Flower School in collaboration with east London café the Hackney Coffee Company. Watch the video.

• Photos and videos of the design were shared on Instagram by the various accounts, including several times by McQueens Flower School (59,000 followers) and Hackney Coffee Co (35,300 followers).

• Pelargonium for Europe was quoted in Living with Plants magazine on using scented geraniums as houseplants.

France
• A geranium contest ran on Facebook in collaboration with Jardin Pratique gardening magazine. The prize was a PfE tote bag containing geranium-themed gifts including cosmetics made with geranium ingredients.

• The magazine also published an article and several social media posts about the competition and a geranium DIY idea.

Italy
• Lots of articles about geraniums in leading Italian magazines including...

• Casa Facile, top monthly interiors magazine, published two beautiful pages about pelargoniums and the steps to make our DIY idea for a hanging geranium sphere. It also published geranium coverage on its website and Facebook page.

• Ci Piace Cucinare, a weekly cooking magazine, dedicated two pages to geraniums with PfE photos and two DIY ideas.

• Casa Naturale, a magazine about home, lifestyle and eco-sustainability, included pelargoniums in its eco-trends section.

Poland
• A TV interview about pelargoniums with a florist on Rok w ogrodzie, a national gardening TV show reaching a total of 1.6 million people.

• Every Friday and Saturday a gallery is published on our Facebook page MojaPelargonia sharing pelargonium photos sent in by our fans, about 15 - 20 photos each time. Fans are even sending photos of geraniums in the different countries they visit on their vacation!

• In a collaboration with Floral Academy, master florist Piotr Sekunda showed how to use pelargonium in floral arrangements and photos were shared on social media.

• New articles about geraniums were published in two leading interiors magazines - Dobrze Mieszkaj reaching 67,500 and Cztery Kąty reaching 210,000 people.

Austria
• Pelargonium studio decorations were designed for national TV show Studio 2, an ORF live production which is broadcast every weekday in the evenings. On Thursdays, a garden designer or florist appears on the show to share professional tips and tricks with consumers.

• An article in trade magazine Gärtner & Florist sharing inspirational ideas for pelargonium table decorations, reaching 13,050 people in the trade.

Sweden
• Geranium content has been very popular on social media; this post alone received 630 likes on Instagram and reached around 1,300 people on Facebook.

Netherlands & Belgium
• Consumer magazine Anoniem published a big article about geraniums featuring PfE photos, reaching 12,000 people.

• ‘Ready to share’ social media posts featuring geraniums were supplied to businesses in the green trade and have been posted throughout the season.

Germany
• Continued collaboration with two major women’s magazines promoted our competition to win the prize of a balcony or terrace makeover – there were 7 winners in total...

• BILD der FRAU has a reach of 3 million people and published two features on geraniums, the second was 4 pages long.

• TINA magazine has a reach of 2 million, and our geranium competition was even announced on the front cover.

• The German PfE Facebook page has a very interactive audience, e.g. this post reached 8945 people, received 1424 comments, actions or shares and it was liked by 1100 people – all without paying for ads.

• Our radio promotion for geraniums reached 1,771,084 listeners per hour and was broadcasted by 72 radio stations such as Radio Arabella (München) and BHeins (Potsdam).