Garden Releaf

The challenge

Garden Re-Leaf Day was the brainchild of client Boyd Douglas-Davies (CEO of Hilliview Garden Stores) who launched the garden industry charity fundraising day with our help in 2012.  The aim of Garden Re-Leaf was two-fold; to kick starting the early spring season for garden centres, and have fun raising money for a chosen charity.

HWPR was tasked with primarily boosting garden centre registration numbers by implementing a dedicated PR plan to raise awareness of Garden Re-Leaf Day within the trade and national consumer press.

 

Our approach

HWPR put together a comprehensive PR plan – focused on trade working closely together with key stakeholders, supporters and sponsors of the day.  The call to action was for garden centres to hold their own events for customers and raise money for Greenfingers http://www.greenfingerscharity.org.uk, the chosen charity now synonymous with the event.

Special features were put together for the trade, including interviews with Boyd Douglas-Davies, and a focus on the gardens built, highlighting how much the funds could help the families of children with life-limiting illnesses.

All done on a limited budget – with additional time provided free of charge – news and event listings were the main focus for consumer media, with an incremental drip feeding of latest news and ‘how-to’ style fundraising information within trade publications to encourage garden centres and their customers to take part.

The results

The first year of the event was a success, marked by featured news bulletins in major publications such as the Daily Express, The Sun and across a wide variety of garden media including Amateur Gardening and every one of the UK garden trade magazines.  HWPR’s links with trade media were especially important given the initial task of appealing to garden centres, and we have since set up media partners as Garden Re-Leaf Day transitioned into a dedicated event in aid of Greenfingers.  Now going into its 7th year, having raised over £500,000 since its inception, Hornby Whitefoot PR is proud to remain the dedicated PR team for Greenfingers Garden Re-Leaf Day.  HWPR Managing Director Kimberley Hornby has been made a Brand Ambassador for Greenfingers for her hard work and commitment to the Garden Re-Leaf Walk event in particular, which she is now organising ahead of the event itself on the 16th March 2018.