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Pelargonium for Europe

• June 2020 •
Articles, TV shows, radio broadcasts and more, all across Europe!

As each country navigates its way out of the crisis, PfE partners across Europe have been gathering geranium publicity. From Sweden to Greece, Spain to Romania, geraniums have been steadily promoted over the last few weeks and months - keeping this perfect plant at the top of mind for all consumers who, especially this year, are set to spend a lot of time in the garden.

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In this newsletter ↓
Netherlands, Italy, Poland, Spain, Sweden, Switzerland, Romania, Czech Republic, Slovakia

In the next newsletter →
Germany, Austria, France, Belgium, Denmark, UK, Norway, Greece, Finland

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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 the Netherlands
Dutch press texts »       Dutch images »
National TV item created about pelargonium on the program De Grote Tuinverbouwing (including closing credit). For 6 weeks in a row, there was a pelargonium TV item on this program. Average reach: 407,000. Watch it here.

Facebook post of a geranium contest on the Facebook page of TV program De Grote Tuinverbouwing, reach: 72,545.

A pelargonium presentation at Auction location Plantion.

A geranium item on garden YouTube channel Tuinmanieren reached 14,471 views.
Collaboration with women’s magazine Vriendin to create an 8-page article, reach: 592,000

A big pelargonium banner was placed at 3 trade locations (auction and cash & carry) to inspire florists with pelargoniums.

Collaboration with daily newspaper Noord-Holland Dagblad, reach: 33,542. A well-known gardener and presenter (of TV show Tom Groot) made a hanging basket with geraniums. The article was placed in several newspapers.

Collaboration with lifestyle magazine Landidee to create a 16-page article, reach: 350,000

6 influencers styled geraniums in their own gardens: @DutchGuy84 (34.2K followers), @Huberdine_ (31K followers), @arja_van_garderen (47.4K followers), @ilsevanelleswijk (14.8K followers).
Highlights in Italy
Italian press texts »       Italian images »
Top clippings include Vanity Fair, one of the most important lifestyle, fashion and culture magazines, which has published an online article entirely dedicated to PfE with a gallery of 11 images. See it here, “Idee fai da te per decorare casa con i gerani”; and it was shared on their Facebook, and on Twitter.
Casa in Fiore is a monthly publication dedicated to gardening lovers, an insert of Cose di Casa, a popular home interiors magazine. Geraniums featured in a print article named “Il balcone diventa giardino”.  Articles also featured in the magazine’s online pages,“Gerani: idee originali e divertenti per composizioni fai da te”, and on Facebook.

Living Corriere is one of the most important magazines dedicated to furniture, design and lifestyle. It is the insert of Corriere della Sera, an important national newspaper. Geraniums featured in this article:, "Piante da interno con fiori".

"Confidenze tra Amiche" is an Italian weekly women’s magazine dedicated to lifestyle, beauty and trends (circulation: 52,459). Geraniums featured in a print article, "Un balcone da Invidia".
A large-scale collaboration with 6 different influencers is currently underway, each with up to 186K followers.
Highlights in Poland
Polish press texts »      Polish images »
A creative mailing was delivered in person to 48 important journalists in lifestyle, interiors and women’s interest on International Women’s Day. (6-9.03.) The special package in an elegant pink gift bag included geraniums and PfE content. 
Top clippings include:
Życie na gorąco – women’s magazine; audience reached: 1,545,000. 
Gardener’s World – garden magazine; audience reached: 125,000.
Kropka TV – TV guide; reached: 600,000.
Weranda Country – interior magazine; audience reached: 130,000.
On public TV, a new program “Bądźmy razem w domu” is dedicated to seniors during the coronavirus period. PfE’s partner Kamila Żmijewska presented different pelargonium types with care tips, and there was over a month of product placement with pelargonium studio decoration.
On morning TV show Dzień Dobry TVN, a very popular journalist Maja Popielarska hosts gardening program Maja w ogrodzie. She presented pelargonium together with other green plants. Audience: 488,000. Maja Popielarska also shared it on her Instagram.

On radio station RDC, a contest to win pelargonium was held via 75 radio spots promoting pelargoniums plus interviews with Joanna Lewandowska, a master florist, and a banner on the station’s website. Daily reach: 94,000 listeners.
A cooperation ran with the biggest DIY blog in Poland, Twoje DIY. Influencer Kasia Ogórek shared a step by step with cement pots and towels. On its first day alone, the blog was seen by 50,000 people!
Pelargoniums were planted in a beautiful castle in Moszna for outdoor promotion. Red and white plants were chosen; red dominates in the coat of arms of the last masters Tiele-Wincklers and white suits the castle interiors. Read about it here and watch a video here.
A photoshoot was held with master florist Piotr Sekunda from Floral Academy. He presented cut pelargoniums in floral compositions including table decorations, wreaths. See more pictures.
On Facebook, two contests ran with prizes, calling followers to share their own pictures. Every Friday, a gallery of fan photos is shared – we receive approx. 80 photos per week from followers!

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 Spain
Spanish press texts »      Images »
Almost 40 clippings have been published about geraniums. This great print article was published in Mi Casa magazine. 
This trade article in Profesionales Hoy shares lots of information about the PfE campaign.
This article in Decoración y Jardines shares geranium inspiration.
Highlights in Sweden
Swedish press texts »      Images »
Two big influencers posted about pelargonium: famous interiors consultant Jannice Wistrand wrote an article about balcony decoration.
And Krickelin (78.3K IG followers), wrote a blog about her trip to buy geraniums and here she shared a beautiful Instagram post about it.  
Highlights in Switzerland
Swiss press texts »      Images »
A beautiful article in the online magazine Stilpalast with a reach of 180,000, created as part of a media cooperation. It was also featured in their newsletter with 18,000 subscribers and on their Facebook page with 23,500 followers. 
A big print article about pelargoniums in Migros Magazin Basel, part of the newspaper of one of the biggest retailers in Switzerland, with a total reach of 340,000.
A nice post based on a PfE press release by blogger my sweet valentine with a reach of 30,000.
Highlights in Romania
Romanian press texts »      Images »
Clippings include this article promoting geraniums in Misiunea Casa, a trade magazine for home and construction.
And this article in home and garden magazine Sporul Casei.
Highlights in Czech Republic
Czech press texts »      Images »
Clippings include this article in Bydlení pro každého sharing geranium care tips.
And a great print article in a popular home magazine (Domov, pictured), sharing DIY ideas for displaying geraniums.  
Highlights in Slovakia
Slovak press texts »      Images »
Clippings include this great article about geraniums and trends in popular women’s magazine  

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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 Flowers

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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