Suntory Flowers announced a new consumer-facing advertising campaign for 2013. By partnering with high-profile home and garden media companies, the breeder expects to generate 122 million impressions in the first six months.
“We’re very pleased with how strong our cuttings sales have been this season and are looking forward to generating more sales for growers and retailers,” says Delilah Onofrey, director of Flower Power Marketing for the Suntory Collection.
Here’s a breakdown of Suntory Flowers’ advertising plan, according to Onofrey:
Better Homes & Gardens: “We will support our print advertorial in the April issue with a three-month, interactive digital package March through May on BHG.com. This includes sponsored content and videos, digital advertising and eNewsletters sent directly to readers.”
Southern Living: “In addition to our print advertorial in the March issue, our three-month digital package on SouthernLiving.com includes being the Essential Plant Guide sponsor, run-of-site and garden channel digital ads and eNewsletter sponsorship.”
Sunset: “We will support our print advertorial in the March issue with a three-month digital package at Sunset.com, which includes sponsoring the Plant Finder, social media integration, eNewsletter sponsorships, as well as run-of-site and garden digital ads.”
Fine Gardening: “In addition to advertising in the March/April and May/June issues, Suntory will sponsor the New Plant Showcase online and custom eNewsletters. The winner of Fine Gardening’s Container Challenge for the best combination planting will win Sun Parasol mandevillas.”
Country Gardens: “This quarterly sister publication to Better Homes & Gardens offers in-depth features for avid gardeners. Suntory will advertise on the back cover of the early spring, spring and summer editions, beginning with Senetti in January.”
Garden SMART TV: “Suntory will be a major sponsor alongside companies like Subaru for this weekly gardening television program on PBS. We will be providing content for the show and its monthly eNewsletter and website.”
Philadelphia International Flower Show: “This will be our second time with a presence at the most important consumer flower show in North America. In addition to featuring Senetti in the America in Bloom exhibit again, we will present Surfinia Summer Double petunias in the New Plant Showcase. Our local grower partner for the exhibition is Peace Tree Farm. The show is promoted to more than 1,000 media outlets, lasts nine days, and 265,000 people came through last year.”