Northwest Flower & Garden Show
Starting as a small gathering of gardening enthusiasts in 1989, the Northwest Flower & Garden Show (www.gardenshow.com) has blossomed into what is today the third-largest flower show in North America. Despite this long-term success, the show entered its 20th annual event with some unique challenges including: a steadily-aging attendee base; a substantial drop-off in coverage by members of the media who had come to view the event as "nothing new"; a down economy that forced consumers to be more selective with their disposable income; competition from the Seattle Home Show taking place the same week; and a general disinterest in gardening by young adults and families.
In an effort to overcome these challenges, the event's organizer (Ballard-based Salmon Bay Events) retained Launch Communications to bring fresh ideas and energy to an event that had stalled-out relying on same-as-usual publicity tactics. After a series of strategic planning sessions with the client, Launch designed a comprehensive program that: replaced stagnant and dated press materials with a totally re-engineered press kit that showcased the show in a fresh way to reporters and editors covering the show; took the extra steps of interviewing garden creators and vendors to uncover truly unique and never-before-covered aspects of the show; designed custom story pitches that would draw a younger attendee (including story angles focused on container gardens for condominium owners and family-friendly aspects of show); and, overall, delivered a higher-touch approach to accommodating and winning-back media including an upgraded press room with features and amenities that made covering the show easier and more efficient.
As a result of our program, the show achieved all of it's objectives including: a record-setting level of media coverage before, during and after the show (including coverage by local, regional and national outlets); dramatically stronger attendance than the competing Home Show across town; record sales of product by vendors at the show; more young-adult attendees than previous years; and an increased level of professionalism brought to the event as reported by attending media, sponsors and show organizers.
