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Pelargonium for Europe

• June 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. Our trade news keeps breeders, growers, retailers and interested trade parties informed.


These are just some highlights, there's much more! Each country has a different budget and different goals.
• Article examples in top publications (a green blog on Italy's third most popular Italian website), and (prestigious cooking magazine).

• Instagram influencers with thousands of followers have shared posts and stories - receiving thousands of Likes and engagement. These include Alessia Russo (@alessiarux) – 62,200 followers, Anna Krawczykowska (@lunaa80) – 77,500 followers, and Anabella Veronesi (@anabellaveronesi) – 28,700 followers.

• CasaStileWeb, leading interiors magazine, published pelargonium photos on its Instagram page.

• Green industry is connected through lots of publications in trade media such as
• A geranium selfie frame was at The Feast of Saska Kępa street festival in Warsaw, attracting thousands of people sharing photos on social media.

• A pelargonium corner was at intergenerational dance event Żoliborska Potańcówka Międzypokoleniowa, where over 1,000 people danced to DJ Wika - almost the oldest DJ in the world! 

• Multi-page geranium features in leading consumer/ interior magazines Dobre Rady (300,000 circulation) and Czas na wnętrze (40,000 circulation) - this alone has an advertising value equivalent of €60,000!

• Collaboration with blogger Twoje DIY by Kasia Ogórek. DIY ideas were seen by 12,000 unique users and the the post was on the first page of Google for the key phrase “Pelargoniums for balcony”.

• Three TV shows promoted pelargonium, including morning show Pytanie na śniadanie, and two TV interviews about geraniums with our partner Kamila Żmijewska.

• Ongoing posts and competitions on Facebook at MojaPelargonia. Every Friday and Saturday a gallery is published sharing pelargonium pictures received by fans.
• At a garden festival in Schlosshof Castle near Vienna, a florist created a pelargonium table display for visitors (photo: Österreichische Blumenwerbung GmbH).

• Lots of trade communication through Facebook targeting growers, retailers and the green industry.  This post reached nearly 30,000 people. 

• A number of Austria's biggest newspapers have been promoting pelargoniums.
• Over 900 pelargonium clippings published, reaching a total of about 88 million people - all with Pelargonium for Europe content.

• Media collaboration to run a balcony makeover competition with number 1 women’s magazine BILD der FRAU, reaching 3 million people alone. Two multi-page articles were published and four winners won the prize of a balcony makeover. Their new geranium-filled balconies were pictured in the magazine.

• Collaboration with rock music radio station 107.7 Die Neue - a competition to win an office or workplace decorated with pelargoniums was promoted on radio, on the station's website, social media channels and via its newsletter (to 90,000 contacts). All in all reaching 2.1 million people in different media formats.
Netherlands & Belgium
• Reached over 9.2 million people so far, through articles in consumer publications.  

• Pelargoniums sponsored large Dutch women's festival Libelle Zomerweek. They were displayed at the event - seen by 81,100 visitors, and shared online.

• Trade communication has reached around 78,000 people in the green industry with geranium advice in eight publications. 

• There was a Pelargonium for Europe presentation at Plantion, a marketplace for florists, landscape gardeners and retailers at the Dutch auction. Plants and POS materials were promoted to trade.
• Over 130 geranium clippings published in consumer media and 15 articles in trade press, plus even more for online geranium competitions.

• These include regional newspapers sharing tips on caring for geraniums, and online news about the geranium installation created at a London hotel. 

• Many people and influencers have shared posts about the geranium London installation, including @thejoyofplants (16,000 followers) and @clairemenary (32,600 followers). 

• So far, the installation was seen online by around 90,000 followers and received more than 4000 Likes – this is expected to rise. 
• Many online articles with care advice, photos and inspiration.

• Video and article in popular newspaper Expressen Leva & Bo sharing how to care for geraniums.

• Article on NA news site showing how geraniums bring the ‘holiday feeling’.

• Beautiful article on women’s site allas with tips for getting pelargoniums to flower.
• Partnership with a florist to gift geraniums to 15 people - promoted on PfE's and the florist's popular social media pages.

• Many articles and photos published including two articles - care and DIY - in leading women’s magazine ‘Femme Actuelle’, and a full-page DIY idea in a large regional magazine.

• Trade communication through our partner, the French regional horticultural office which works with more than 100 plant producers. 
PoS materials
Germany - direct sales • Over 650 PoS items have been sold and delivered from our German web-shop, including around 200 posters, 200 banners and around 100 packs of flyers. 

International downloads • Around 260 PoS materials have been downloaded from our free trade site, most popular in France and UK.

Poland - free distribution 2500 posters and 10,000 flyers have been distributed to retailers for free.
Photo library

Hundreds of new photos for 2019, free to download and share.
Go to the photo library
Social media

Below are some examples of our own posts and our collaborations with social media influencers


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

Country agencies 

Austria - Blumenbüro Österreich
Austria - Blumenmarketing Austria
Benelux - Concept Factory
France - BHR
Germany - 
Germany - Anne Niesing PR
Germany - Blooms
Italy - Ad Mirabilia
Poland - PiArt
Sweden - Blomsterfrämjandet
Switzerland - Grayling
UK - J E Communications  
See you next month!
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