Interflora set to offer Propeller retained contract

Interflora - the non-profit international trade association for florists - is on the verge of retaining UK PR agency Propeller Direction.

Interflora - the non-profit international trade association for

florists - is on the verge of retaining UK PR agency Propeller

Direction.



The organisation has hired Propeller Direction to run a consumer and

lifestyle PR campaign for its range of Blue Sky summer products.



Communications manager Joanne Hayward is believed to be testing

Propeller out and is set to offer the agency a retained contract if she

is happy with the Blue Sky project.



The Blue Sky work was awarded on top of a brand PR campaign run by

Propeller for Interflora’s flower show which takes place in July. That

project was won after a competitive pitch against Countrywide Porter

Novelli. The retained appointment marks an attempt by Interflora to

reposition itself as a modern organisation. ’We want to get rid of the

Auntie Flora image,’ said Propeller client services director Marilyn

Wicks.



The in-house PR department at Interflora has doubled to six in the past

year. It is felt within the organisation that round-the-year PR support

is needed, to assist with sales drives at busy times.



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