June 2024 will see the launch of a new EU-funded campaign to promote pelargoniums and poinsettias. Worth more than 2 million Euros, the campaign aims to grow and secure long-term sales of both plant groups, supporting Europe’s horticulture industry.
It will run for three years in five countries: Austria, Belgium, Italy, Spain, and the Netherlands. An open call to tender is announced, and marketing agencies are invited to apply.
For 20 years, the Stars for Europe (SfE) initiative has been supporting poinsettia sales across Europe through general product promotion, while its sister campaign, Pelargonium for Europe (PfE), launched in 2016 to do the same for pelargoniums. Both projects are active in 22 countries and will remain so while winning EU funding enables increased activities and impact in the five target countries.
They are looking for agencies with experience in PR for consumer lifestyle products and experience in the promotion of flowers and plants, and EU-funded project work is desirable.
There are 4 options available for tender:
1. Country Agency – full campaign
2. Country Agency – B2C activities only
3. Country Agency – B2B activities only
4. POS Agency – the centralized design and production of POS materials
Agencies can apply to deliver the campaign in each of the five countries: Austria, Belgium, Spain, Italy, and the Netherlands, or in multiple countries if requirements are met.
The campaign targets both end-consumers and supports the green trade. The marketing mix comprises public relations, media collaborations, digital and social media marketing, marketing and POS support for retailers, and sustainability communication for producers.
Pelargoniums and poinsettias are important products for the green industry all over Europe. Both are seasonal ornamental plants that complement each other, as when the poinsettia season ends, the pelargonium season begins, and vice versa. A large proportion of Europe’s horticultural growers produce both plants, and due to their characteristics, they are often both produced and sold locally in Europe.
For more information:
Stars for Europe
Stars for Europe consumer website
Stars for Europe trade website
Pelargonium for Europe consumer website
Pelargonium for Europe trade website coming soon
Green Marketing Europe