FELCO

FELCO 14 secateurs at RHS Chelsea Flower Show

Client

FELCO products are recognised as the finest tools in the world by horticulturalists, professional growers and discerning gardeners.

Type

Project

Services

Agency co-ordination, Design and print management, Media Relations, Planning and strategy

Brief

  • To launch the FELCO 14 at the RHS Chelsea Flower within the existing stand parameters
  • To drive media to the stand
  • Create a buzz in the lead-up to the show to generate stand traffic on press day

The strategy

Phillips Profile recommended partnering with world-renowned rose growers, Peter Beales Roses, to hold an on-stand pruning demonstration, using the FELCO 14, for media on the press day at the RHS Chelsea Flower Show. Peter Beales Roses was a strategic choice by the team given the flower grower’s existing draw at the Show, winning the prestigious Gold Medal for the last 25 years.

Formal invitations were designed and issued to select key media in the lead-up to the event, with Phillips Profile undertaking a comprehensive media relations programme to generate interest ahead of the demonstration.

A videographer was enlisted in the weeks leading up to the event to capture the Peter Beales team using the FELCO 14 secateurs in their Norfolk gardens. This video was used on the FELCO stand throughout the whole of the RHS Chelsea Flower Show and also provided a platform for use after the event by way of media follow-up, websites and social media channels.

Phillips Profile also created a sampling list, which included well-known media gardeners and green-fingered celebrities. The FELCO 14 was sent out to these contacts ahead of the Show.

Result

Seven of the invited top-tier media attended the FELCO stand on the press day, all leaving fully briefed on the product launch.

Branded gift bags, including a sample of the FELCO 14, were handed out to key media at the event. This in turn led to a number of five-star reviews.

Video content was created for wider use follow the event, including:

  • Media follow-up
  • Social media channels
  • Website

Coverage achieved in the following:

  • Amateur Gardening
  • Garden News
  • Kitchen Garden
  • Fruit Grower
  • Horticulture Week
  • Monty Don Instagram

Product placement imagery also appeared in RHS Chelsea Flower Show event feature round-ups in The Sunday Telegraph and The Times.