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Pelargonium for Europe

• June 2018 •

Pelargonium for Europe is a marketing initiative founded by pelargonium breeders to promote and ensure long-term geranium sales across Europe. Our trade news is here to keep breeders, growers, retailers and interested trade parties informed with what the campaign is doing in 10 different countries.

What happened last month
Just a few of the many activities completed & clippings achieved
Events & special activities
Our partners have been holding pelargonium events all over Europe...

Netherlands • Pelargoniums sponsored Libelle Zomerweek, a famous women's festival with around 80,000 visitors, which took place from 21 - 17 May on the beach in Aalsmeer in Holland. Geraniums contributed greatly to the atmosphere and were mentioned as a sponsor. Clippings will follow in August and again next year. 

Germany  We have created a DIY video for creating a modern geranium planter, and we're promoting it across all channels. Watch it on YouTube.
Poland  The 'Saska Kępa Feast' is a busy street party that takes place in a trendy neighbourhood in Warsaw with attractions such as live music, food corners, fashion parades and a craft market. This year, pelargoniums were placed at the centre of the event in the form of a huge colourful pelargonium picture frame where people could take photos of themselves and post them on social media in return for pelargonium giveaways. 

The Warsaw Book Fair is the largest international book event in Poland and this year hosted nearly 800 exhibitors from 32 countries. At the event, the Polish Public Radio station stand was decorated with pelargoniums.

UK  A geranium installation was designed by two award-winning landscape designers in front of Zetter Townhouse, a popular London hotel, as part of the Chelsea Fringe gardening festival. The activity was backed by a PR campaign which led to several consumer and trade clippings and social media activity. Influencers were invited to afternoon tea at the hotel and the installation proved so popular that it has been extended to the end of June. 
Consumer press clippings, blogger & media collaborations
Here are just some examples of the many clippings and geranium coverage our partners have created...

Austria • A collaboration with Bundesländerinnen to include top story geranium promotion across nine different lifestyle websites with 98,056 unique users, and integration into its newsletter which is sent to 56,732 people. See the first and second advertorials here.

Netherlands • Publication in Margriet magazine with a readership of 382 000.

France Collaboration with Détente Jardin, a gardening magazine, to run a competition where readers vote for their favourite geranium colour. The prize includes geranium seeds, a tote bag, a guide to growing your own geraniums, geranium-scented soap and geranium and rosemary flavoured tea.

Germany • Media cooperation with Homes & Gardens to create a four-page feature all about geraniums and a two-page Bild der Frau reportage.

Italy • Press clippings in; - one of the most popular weekly women's lifestyle magazines; - leading fashion magazine; an insert and front cover mention in Casa in Fiore - a monthly publication dedicated to gardening lovers; - a website about the best Italian interior design blogs, and - a blog about home and interior design. 
Poland • Clippings in Kropka TV (TV guide) with a circulation of 350,000 and Świat Kobiety - a women's magazine with a circulation of 190,862.

A blogger collaboration with Wojciech Wardecki, author of the blog, who cooperates with one of the biggest Polish producers of flowers and plants - Tomaszewski. Through the collaboration, pelargonium was chosen as the plant of Polish People's Republic at the Tomaszewski store.

Our partner Kamila Żmijewska ran a TV interview with a florist for morning TV program Pytanie na śniadanie. View  it via three links; part 1, part 2 and part 3.

Sweden • A full two page article in leading interiors magazine Allt om Villor & Hus.

Switzerland • Media cooperation with online lifestyle magazine Stilpalast themed on urban gardening with pelargonium, as well as blogger collaborations on different topics around geraniums; Home & Art Magazine, Altwerden Später, and Romantischeslandleben. A big print article in Active Live Magazine.
Trade press clippings & activities
We're always encouraging the green trade to buy, sell and plant more geraniums. Here are a few examples...

Austria • Florists created an impressive table decoration for a banquet with flowers on a bed of pelargonium, to decorate an event at a castle - see photos (copyright: Österreichische Blumenwerbung GmbH).

Italy • Trade press clipping in, a long-standing monthly magazine for the green trade. 

Poland Newsletter about geraniums distributed by Forum Kwiatowe, the leading trade portal for Polish florists.

Several countries • Many of our partner agencies have their own databases of trade contacts - garden centres, producers, florists, etc. and they send email newsletters to promote the sales of geraniums to these networks. 
Words from one of our partners
Feedback from our European partner agencies & organisations
Kamila Żmijewska from our Polish agency, PiArt, talks about the campaign: 
“I am very happy that Poland was one of the selected countries to take part in the pelargonium campaign. For many years, pelargonium has been a favourite balcony plant here, but mostly chosen by the oldest generation. Thanks to the campaign, we’re awakening a need among young people to buy more pelargoniums. We’ve divided our activities into two groups and are addressing them to consumers and trade.
"We reach consumers through social media activities on Facebook and our own social media channels, WOMM and cooperation with influencers. We also widely cooperate with media, we’ve placed pelargonium studio decorations on popular morning TV programs, we give TV and radio interviews with care tips, and we sponsor balcony and garden design programs with pelargoniums. We try to attract young people at different commercial events by promoting pelargoniums in original ways, for example by creating a giant picture frame covered in colourful pelargoniums where we giveaway plants in return for posting a selfie in the frame on Instagram, tagged #kochamypelargonie (we love pelargoniums). We also cooperate with trade – including wholesale markets, garden centres and florists – and provide them with POS materials such as care flyers and posters, and we place adverts and banners in trade media with links to our campaign website.”


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About Us

Our campaign
Latest social media
Recent posts from ours & our partners' international accounts
Germany • Competitions to win geraniums are being run on our German Facebook page.
UK Famous London influencer Clerkenwell Boy shared a photo of our geranium installation at Zetter Townhouse Hotel, which received 1,495 Likes.
Germany • Leading interiors magazine Homes & Gardens shared a pelargonium article on its Facebook page.
Italy • A selection of influencers in the areas of lifestyle, family and DIY created dedicated Instagram posts and stories inspired by the topic #GeraniAndTheCity. 
Poland Almost every day, fans post their own photos of pelargoniums on our Facebook page Moja Pelargonia. Our Polish partners collect the photos and once a week they share a special photo gallery.
Poland PiArt also organised a Facebook contest calling for people to share photos of pelargoniums in the most characteristic places in their own towns, cities and villages, with a garden tool set as a prize. The winning photo is below.
Switzerland Our Swiss partners at Grayling have been running a social media activity calling on travel influencers to post images with the hashtag #geranientraum. They collaborated with a hotel partner, and it was also communicated via a special newsletter to bloggers and media.
Netherlands Our Instagram action generated 6,740 engagements and reached 29,320 people. 
See you next month!
PfE trade news is delivered monthly from March until September
With thanks to our partners 
Austria - Blumenbüro Österreich
Austria - Grayling
Benelux - Concept Factory
France - BHR
Germany - Prêt-à-Communiquer
Italy - Ad Mirabilia
Poland - PiArt
Sweden - Blomsterfrämjandet
Switzerland - Grayling
UK - J E Communications  
Copyright © 2018 Pelargonium for Europe, All rights reserved.

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