Syngenta Flowers' biggest ever retail campaign, for the Calliope, has been so successful that it will continue and grow in 2019.
Launched this spring, feedback from both consumers and partners during the campaign has been extraordinary, according to the breeder. At outreach events, such as the UK’s RHS Malvern Show, for example, many of the approximately 3,000 visitors who came to the Syngenta stand were overheard calling them “mega geraniums” in conversations about their flower power, vibrancy and colour.
Ebla Elmi Guessod, Marketing Manager Industrial/Retail, Syngenta Flowers, says, “We are very excited about 2019 and look forward to building on the successes of the Calliope launch this year. We will continue working with our strategic partners, and engaging consumers through a mix of targeted online and offline initiatives.”
This retail drive for Calliope began in April to create a vital spring into summer retail pull.
Across Germany, the UK and France, the extensive range of activities included retail pop-ups at major garden centres in all of these markets, as well as Switzerland.
The breeder has been active in community engagement with a sponsorship of UK-wide gardening programme ‘Cultivation Street’ that included a Calliope specific competition called ‘Colour Your Life’. There has also been plenty of activity on social media (@CalliopeFlowers on Facebook and Instagram), as well as the Calliope website.
Since then, the geranium has been featured in high-profile home improvement TV programmes, such as ‘Grand Designs’ in the UK, and it's had a major presence at some of the UK’s most prestigious international flower shows; RHS Malvern and The RHS Chelsea Flower Show.
ITV’s ‘Love Your Garden’ – a garden makeover show on UK TV – also featured the Calliope, as did the Dutch TV garden show ‘Robs Grote Tuinverbouwing.’
As part of the drive, the Calliope has also been in the spotlight in gardening magazine advertorials –‘Mein Paradies’ in Germany, ‘Rustica’ in France, and ‘Garden Answers’ in the UK, to name a few.