Interflora head of brand Lyn Davies said Red has been hired as the firm seeks to use more traditional media relations for its PR. The move comes at a time when Interflora faces growing competition from retailers in the flower delivery sector.
‘Our strategy had moved away from press relations to consumer engagement in the last few years, using platforms such as roadshows, but now we’re getting back to a core press strategy,’ said Davies.
One of the strategies Interflora will be using is the promotion of flowers as a way of celebrating other occasions than the traditional wedding anniversaries, St Valentine’s Day and birthdays. Examples are sending flowers either celebrating or commiserating exam results or driving tests.
‘There are a lot of facts about Interflora many people don’t know. We want them to re-appraise our brand. We’ve been quite quiet, PR-wise, for the last few years,’ said Davies.
Incumbent Lexis PR, which inherited the Interflora consumer PR account when it acquired Propeller Group in 2001 (PRWeek, 27 October 2001), was among the agencies that pitched for the new brief.
The Red team, led by deputy MD Amanda Duncan, will report to Davies.
The appointment of Red is the final part in a revamp across marketing and comms. Two months ago, the firm hired Manning Gottlieb OMD as its media agency and Walsh Trott Chick Smith to handle advertising.
Davies was appointed earlier this year. She will be assisted on forthcoming marketing and communications activity by consultant David Standing.
Interflora has around 2,000 member florists in the UK and Ireland.