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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).
Social Media
Below are some examples of our own posts and our collaborations with social media influencers
International
German
French
Polish

 

Image library

Browse & use

 

Press releases

Consumer news

 

About Us

Our campaign
PfE is coordinated by Green Marketing Europe (GME)

With thanks to our partners 

Founding breeders 
Dümmen Orange
Elsner PAC
Florensis / P. van der Haak Handelskwekerij
Geranien Endisch
Selecta One
Syngenta

Country agencies 

Austria - Blumenbüro Österreich
Austria - Blumenmarketing Austria
Benelux - Concept Factory
France - BHR
Germany - 
Prêt-à-Communiquer
Germany - Anne Niesing PR
Germany - Blooms
Italy - Ad Mirabilia
Poland - PiArt
Sweden - Blomsterfrämjandet
Switzerland - Grayling
UK - J E Communications  
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