EU campaign Stars unite Europe

ended

The marketing initiative of European poinsettia growers, Stars for Europe (SfE), is applying for EU funding. The aim of the campaign is to promote and secure the long-term future of poinsettia sales in Europe. To that end, the EU campaign Stars Unite 2017 - 2020 is implementing a combination of measures comprising conventional PR activities, promotional campaigns, social media activities as well as industry communication, trade activation and quality assurance. Stars for Europe applies for measures in four EU countries. The activities of SfE are directed at the following target groups: Journalists, Consumers, people aged between 50 and 65, whose children have left home or who are coming to the end of their working lives and therefore in the process of restructuring their lives (so-called 'new life builders'), as future key target group / future frequent buyers over 65 years of age - consumers aged between 25 and 35 who, after the vocational training stage, have either embarked on a professional career and/or have started a family (so-called 'career builders' or 'family builders'). Industry / specialist retailers In order to secure the sales of poinsettias in the long term, the activities of SfE are aimed at improving the image of the poinsettia as well as link it closely to the most important European holiday, with all its traditions of decorating and making gift to beloved ones. The EU campaign Stars Unite 2017 2020 consists of basic measures such as picture and video production, drafting / layouting of point of sales materials, journalists as well as consumer and trade websides for all countries and a number of supplementary measures for individual countries. Country activities will involve the following measures: A. Public Relation B. Internet / social media C. Promotional activities D. Industry communication / trade activation / quality assurance