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