The flower sector is set for a further £800,000 marketing boost with the extension of a successful advertising campaign.
The Flower Council of Holland has committed the cash to the Why Wait Buy Your Own promotion, co-authored and managed by the UK’s Flowers & Plants Association.
The campaign, which appears on television, radio and now on-line, is into its fourth year with total spend amounting to more than £2.5 million.
The advert will run for a six-week period, from September 5 to October 24 and is aimed at women aged 25 to 45 to encourage them to buy flowers for themselves.
Iain Thompson, UK area manager for the Flower Council of Holland, said: “Our job is to give women the confidence to go out and buy flowers for themselves. Flowers are affordable, available and excellent value, so what is there to stop the 21st century independent woman from doing so?”
The campaign will see television adverts nationally on satellite and regionally in the Midlands, Scotland and south east on terrestrial, with 75 per cent of the ads being shown during peak times.
The radio campaign will feature Radio One DJ Edith Bowman and be aired on selected high audience stations.
A further, interactive on-line campaign will target women-focussed sites, such as Handbag.com and New Woman.
