TV NEWS COVERAGE

INCREASES SALES

FOR GLOBAL HORTICULTURAL COMPANY

Capability: Market Communications

Axiom Tools: Media Planning

Business Objective

  • Incent purchases of a premium “annual” flower that costs more than double of comparable varieties

Strategy

  • Create a first-of-a-kind morning TV news PR campaign that spotlights plant attributes
  • Position the plant as ideal for non-gardeners because of its high performance in a variety of conditions
  • Schedule TV news segments featuring live TV news interviews in top 10 markets and network news

Results

  • Achieved 100+ news interviews related to this single “annual” variety
  • Mass media coverage convinced skeptical growers and retailers to risk growing and stocking this plant variety
Flowers blooming in sunshine

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