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Campaign from Green Marketing Europe (GME)
From
Pelargonium for Europe

• February 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, coordinated by Green Marketing Europe (GME). Our trade news keeps breeders, growers, retailers and interested trade parties informed.

International plans for 2019

Some highlights planned by our partners, there's much more! Each country has a different budget and different goals.
France
Our partner • BHR is an association for horticulturists and nurseries, and organiser of an important French trade fair so our partners have great industry contacts and know-how.

What's planned
 • Newsletters to around 10,000 trade contacts • Geranium promotion at Salon du Végétal press conference • Collaboration with bloggers • Radio competition • TV broadcast • Possible event at a plant park • Facebook and magazine competitions • Special customisable POS service for retail
Germany
Our partners • Anne Niesing PR and Prêt-à-Communiquer are extremely experienced in reaching over 100 million people with our campaign. They're predicting around 1750 clippings this year.

What's planned • Ongoing contact with gardening editors • Collaborations with consumer magazines with photoshoots for interior and style offices • Competitions for readers
 • TV cooperation with geranium studio decoration • Radio cooperation e.g. a kids Mother's Day broadcast, teaching gardening project for schools, bringing pelargonium into the office • Blogger collaborations • Press event with live floral performance and DIYs • Pop up consumer store in Berlin with selfie booth • Video partnership • Social media competitions and influencer collaborations
Benelux
Our partner • Concept Factory specialise in horticulture marketing so they've got great experience and contact lists for the important Dutch market.

What's planned • TV item on national television • Collaboration with consumer event like Libelle Zomerweek or hanging basket workshops for influencers • Providing trade companies with ready-to-use social media content • Connecting with retail companies and offering presentations • Sending newsletters to thousands of trade contacts
UK
Our partner JE Communications are an experienced boutique PR agency with a range of floral and lifestyle clients, so their horticultural collaborations work perfectly to maximise results.

What's planned • Meetings with journalists – consumer and trade media • Blogger collaborations • Competitions with consumer magazines • Press/ influencer event to coincide with Clerkenwell Design Week and Chelsea Fringe festival – a geranium installation with the Zetter Townhouse Hotel • McQueens Flower School collaboration - installation with geraniums • Collaboration with retailers and trade bodies
Poland
Our partner • PiArt have both close connections with trade organisations and consumer media, always creating full and varied campaigns with cutting-edge PR ideas.

What's planned • Instagram blogger collaborations • National TV interviews and product placements • Photoshoots for magazines • Sponsoring plant display for radio station at book fair for radio interview about geraniums • Geranium selfie frame at cultural festivals like Daisy Days and Saska Kępa dance event
 • Collaboration with a foundation and children's workshop • Facebook advertising, competitions and WOMM with online commenting and conversation • Collaboration with 15 bloggers in lifestyle, interiors, DIY, gardening • Workshops at wholesale market for geraniums in boho style • Collaboration with florist trade portal and calendar
Italy
Our partner • Ad Mirabilia are a strong consumer PR agency and they're great at promoting creative messages to sell geraniums.

What's planned • Media communication in two themes: the gentle side of the geranium with relaxing, comforting colours and the energy of geranium pushing vivacity, summertime, happiness and plant parties • #GeraniumParty influencer activity with a group of bloggers creating dedicated posts e.g. getting 7000 Likes each • Special POS creation and promotion 
Austria
New partner • Welcome to Blumenmarketing Austria, who run Beetgeflüster magazine which has 60,000 garden centre and producer circulation. Our long-term partners Blumenbüro Österreich will continue to run their strong and varied campaign as well.

What's planned • TV spot • Collaborations with magazines like Garten + Haus and Sabine • Trade collaboration with Gartner und Florist • City of Vienna event • Geranium prize competition • Culture cooperation e.g. at Schloss Hof palace • Trade promotion through partners' regional offices, on their websites and social media
Sweden
Our partners • Blomsterfrämjandet are a highly respected flower industry organisation with a large following on their own blog, website and social media channels and have close contacts with consumer press.

What's planned • Strong press coverage at both consumer and trade level • Sharing photos, videos, POS and trade content across a range of our partner's social media channels and blogs
Switzerland
Our partner • Grayling are an internationally recognised PR agency and our Swiss partners have long-term experience on horticultural campaigns like our pelargonium project.

What's planned • Ongoing media relations and gifting projects to guarantee coverage • Collaboration with lifestyle and DIY media • Two to three blogger/ influencer collaborations with different topics e.g. balcony, gardening, table decoration and care advice
PoS materials
Germany Our partners at Blooms have created a new range of materials to help retailers sell more geraniums - large scale banners, posters, flags and flyers with care advice. It's all available in German to pre-order now for delivery at the start of March.

International
 Our partners are currently translating and adapting new materials into different languages, available as free PDF downloads by start of March.
Poland Distributing printed POS materials through trade organisations and markets, predicting 9000 care flyers and 6000 posters.

UK Working with retail partner to create in-store POS competition.

France Running special service where retailers can download customisable POS packs and our partners can analyse the results.

Austria Distributing materials through our partner's own trade websites and regional offices and partnering with organisations like Vienna wholesale market.
Press clippings

Clippings are already being published before the season starts
Websites Press releases are published on our journalist websites in different languages, here's the French page.

Clippings
 • Geranium press coverage is already being published, here's an example from UK trade magazine Hortweek.

Inspiration • A new consumer-facing page on our websites shares photos and ideas, here's the German version.
Photo library

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

Follow our pages in different languages!
German
French
Polish
International
French

 

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 
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  
See you next month!
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