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Pelargonium for Europe

• July 2020 •
This year, PfE's partners delivered a wide variety of interesting promotional concepts, as well as several agile yet thoughtful approaches in response to the coronavirus crisis. In Germany, we saw pots and pots of plants delivered to elderly care homes, and some lucky winners had a balcony makeover, ready to enjoy a “staycation” at home this summer. 

We also saw great combinations and collaborations, from wine and geraniums in France (bien sûr!) to strawberries and pelargoniums in Norway. Don’t miss the particularly beautiful clippings from Greece, Denmark, and all of our partners around Europe. 

Enjoy reading and please
forward, share and use our content!

Please note: most countries had some activities paused, postponed or cancelled, due to coronavirus restrictions.
In this newsletter ↓
Germany, Austria, France, Belgium, Denmark, UK, Norway, Greece, Finland

⟵ In the previous newsletter
Netherlands, Italy, Poland, Spain, Sweden, Switzerland, Romania, Czech Republic, Slovakia   |   See previous newsletters
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In Germany, the Netherlands, France, Italy, Austria and Poland, PfE is supported by EU funding through its EU campaign, "Europe in Bloom".
Read more about it here »
Highlights in Germany
German press texts »       German images »
Print cooperation with the two biggest women’s magazines:
Bild der Frau - two editions featured a competition to win XXL geranium arrangements with a new theme developed for the corona-crisis: “In corona-times, we send nature to your home”. Designer prizes were delivered to 10 winners, and photos of the doorstep deliveries were featured in the magazine (total reach: 7 mill).

TINA - in a six-page report which was also a cover feature, two editions featured three balcony makeovers with geraniums in Bavaria, Brandenburg and Hamburg (total reach: 3 mill).
In Germany, radio broadcasts are very regional, so each year we select a Bundesland. This year we cooperated with RPR1 in Rhineland-Palatinate to promote geraniums on air and on their Facebook page. Followers and listeners could nominate an old people’s home to win geraniums in nice planters, since the elderly are suffering in isolation this year. The winner in Koblenz had three different retirement homes, so we delivered extra to accommodate. The person who made the winning nomination also received geranium prizes (reach on Facebook: 150,000; reach on air: 1 mill). Facebook posts »

In June and July, geraniums filled the studio of leading TV show SAT.1 Frühstücksfernsehen with impressive decorations (total reach on TV: 1.5 mill; total reach online: 2 mill).

We collaborated with influencer @easyinterieur (420k followers), to make this bespoke video of a terrace makeover with geraniums (total reach: 500,000 views). 
Geranium contribution to TV program Infos & Tipps on ORF 2, which shared tips about geraniums (reach: 546,000). See example post »

Another TV cooperation led to product placement of geraniums on the program Studio 2 on ORF 2 (reach: about 360,000 people).
 
A cooperation with leading newspaper KURIER promoted geraniums at flower markets in Vienna (reach: about 500,000 people).
 
Lots of social media content is being shared on industry pages, sharing ideas and tips with the green trade. 
Highlights in France
French press texts »      French images »
A contest ran with gardening magazine Mon Jardin et Ma Maison (audience: 2.91 mill), relayed on their website, social media and newsletter. Applicants have to answer a quiz about geraniums, and 40 winners will be selected to win a geranium prize (plants, as well as geranium tea and geranium essential oils). See it »

Geranium publications include radio broadcasts on France Info (reach: 4.1 mill) and RMC (reach: 3.9 mill). Print clippings include magazine L‘ami des jardins et de la maison (reach: 1.9 mill) and Avantages (reach: 1.5 mill).

On TV, TF1, a broadcast ran about geraniums being the best flower for May (reach: 6.2 mill) and there was more geranium coverage on TV channel M6 (reach: 3.3 mill).
A collaboration with consumer magazine Le Journal des femmes led to this great online article featuring PfE images (reach: 44.4 million).

Magazine clippings include Femme actuelle (19.8 mill) – in an article which explained care advice.

PfE collaborated with trade publications La lettre du végétal and Forum Secteur Vert to share information about the EU campaign in France. See it »

PfE is participating in the Tempo Rosé event in Angers which combines wine tasting with plants. In a beautiful setting, geraniums will decorate the location and there will be posters and flyers about the campaign. See more »
Campaign financed with aid from the European Union
The content of this promotion campaign represents the views of the author only and is his/her sole responsibility. The European Commission and the Consumers, Health, Agriculture and Food Executive Agency (CHAFEA) do not accept any responsibility for any use that may be made of the information it contains.

The following country campaigns are funded by industry marketing fees only
Highlights in Greece
Clippings include this beautiful article in fashion magazine Glow.gr about geranium garden inspiration. 

Popular newspaper ΤΟ ΠΑΡΟΝ published this great article about geraniums and trends, and ORAThess.gr shared geranium photos.

This article in likewoman.gr shows off geraniums in every style. 
Highlights in Belgium
In a publication in daily print newspaper Het Laatste Nieuws, geraniums are named as the best plants for filling flower boxes in the summer heat (reach: 1,283,100).
 
In collaboration with consumer platform Groen van bij Ons, we ran an advertising campaign to raise awareness for geraniums. The advert reached 45,000 and this bespoke video was watched in-full 10,500 times. It was also posted on Facebook for organic reach (23,330 followers). 
Highlights in Denmark
For trade, PfE promotional materials were promoted in garden centre newsletters and the PfE campaign was explained to the industry in magazine Gartner Tidende.

For consumers, geraniums were promoted in a range of great clippings including a big double-page feature in Weekend, Livsstil Bolig, a half-page article promoting geraniums as gifts for Mother’s day in Egtved Posten magazine, an article in Hus & Have Avisen, and an article in Landsbyerne newspaper. 
Highlights in Finland
With more than 20K followers, our Finnish partners – the glasshouse growers’ association – create popular content online as well as with media. They’ve promoted geraniums throughout the season. 

This post received 962 likes, promoting pink geraniums for Mother’s day. This post received 947 likes, linking to a blog post about how to pimp your flower pots. This post received 999 likes, linking to a blog about care tips and crafts.  And this post received more than 1,000 likes, sharing one of PfE’s most popular photos in the secret garden style. 
Highlights in Norway
On Norway's favourite morning TV show, God morgen Norge ("Good morning, Norway"), floral designer Finn Schjøll and chef Wenche Andersen talked about the ultimate summer experiences: Norwegian strawberries - and pelargoniums.

During the two-hour show, they appeared five times (each clip lasting 2-4 minutes). The show is broadcast twice in the morning and replayed at night, so we got lots of screen time. It covered how pelargoniums are the essence of summer with endless flowering, how to take care of them, planting tips, breeders’ work, the wide variety to choose from and more tips on decorating. Finn and Wenche also shared pelargoniums on their Instagram stories and posts.
Highlights in the UK
Geraniums featured in a syndicated gardening column which went out to various regional newspapers in different parts of the UK.

This trade article promotes the benefits of geraniums. 

This regional newspaper article promoted geraniums as part of Children’s Gardening Week.

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About us

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

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


With thanks to our partners 

EU campaign Europe in Bloom country agencies 
Austria - Blumenbüro Österreich
The Netherlands - Concept Factory
France - BHR
Germany - BLOOMs

Germany - Prêt-à-Communiquer
Germany - Anne Niesing PR
Italy - Ad Mirabilia
Poland - PiArt

PfE country agencies
Belgium - Concept Factory

Czech Republic, Romania, Slovakia - DBM
Denmark - Hillebro
Finland - Kauppapuutarhaliitto ry
Greece - Action
Norway - OBP
Spain - Weber Shandwick
Sweden - Blomsterfrämjandet
Switzerland - Grayling
UK - Clareville
Copyright © 2020 Pelargonium for Europe, All rights reserved.


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