Stars Unite (a) Europe in Bloom

ongoing

Stars Unite (a) Europe in Bloom is a joint campaign backed by European breeders of poinsettias (SfE) and pelargoniums (PfE), representing a large proportion of EU ornamental production. It sees merging of both projects, their messages resonating powerfully together, with opportunities throughout the year. It will launch in BG, HR, CZ, HU, RO, and SK, following successful industry-funded projects. It creates impact by raising awareness of merits of EU produced poinsettias and pelargoniums, enhancing their competitiveness and consumption, raising their profile, and increasing their market share. Its rationale spotlights efficiency, utilising offerings of ongoing EU campaigns in other countries. At B2C level, key messages highlight quality, diversity, versatility, and beauty of EU-grown plants, and related traditions - important as poinsettias are strongly connected to Christmas in European culture, and pelargoniums are famously seen adorning towns and villages across Europe, playing a cultural role in spring. Key messages also include sustainability characteristics of longevity and locality, as with proper care, these plants last longer than most think, while sales support development of local horticulture. Messages portray gardening and flower arranging bringing wellness – linked to tangible health benefits. At B2B level, the project raises awareness of sustainable production. A multi-channel strategy transports key messages through corresponding media channels – print, online, TV, radio, social, and memorable experiences. Measures are linked with themes and cross-channel approaches. Different audiences are targeted depending on product and topic, with messages underlined by representing life-worlds, values, and emotions via styling of photos, videos, graphics and editorial. To boost sales, PoS resources and advice on care and promotion supports retailers. The entire supply chain will access resources and news via trade communication and collaboration with industry.