Welbeck Golin/Harris has won an account from the Horticultural
Trades Association (HTA) to promote gardening for beginners in the
The HTA, which represents nurseries and garden centres, has an initial
budget of pounds 750,000 to spend on the project, which is part funded
by the European Union.
Welbeck will target consumer press, TV and radio, and organise events in
garden centres. The agency is charged with persuading gardeners to
invite their neighbours over to inspect their blooms during a nationwide
garden party weekend in early summer.
Welbeck, which pitched against two other agencies for the work, will
support the HTA’s national garden centre gift token scheme.
Director Joanne Milroy will lead the Welbeck team. She said: ’Gardening
is now a pounds 2.8 billion market in the UK, and while the sector is
already growing fast there is still huge potential for expansion. We
will be particularly targeting gardeners who would like to have a
beautiful garden but don’t know where to start.’