The Royal Horticultural Society has appointed Propeller Direction
to build its consumer profile in the run-up to next year’s exhibition of
BBC Gardener’s World Live. The account was awarded following a
competitive pitch. There was no incumbent.
Propeller client services director Marilyn Wicks said: ’We are marketing
the show to a younger, broader audience and will attempt to attract more
celebrities and big sponsors.’
This year the event received over eight hours of BBC TV coverage and 30
hours of radio. Attendance figures were around 128,000 and visitors
spent pounds 5.8 million. The profits from the show are shared between
the RHS and the BBC.
The agency started work on the account this week. The actual event will
run from 16-20 June 1999 at the NEC in Birmingham.
Propeller will attempt to attract coverage for this year’s new Royal
Horticultural Society display at the NEC which will feature a ’Gardens
of the World’ theme.
As well as producing displays, the RHS, which is a charity to promoting
the science, art and practice of horticulture, owns three gardens,
including one at Hyde Hall in Essex.
