Encouraging Britain to wake up and smell the flowers
The RHS wanted to refresh its advertising and marketing materials to better reflect its stature as an internationally recognised horticultural brand. Two simple and striking campaigns were developed for RHS Gardens & Membership and for the world famous RHS shows.
Already the new, confident positioning has had a clear impact on membership take-up and visitor numbers.
The objective was to inspire the public to visit RHS Gardens through beautiful and high impact creative that in turn would drive conversion to membership on site through hard working and clear messaging.
Final Key Visuals
RHS On Tour
RHS Gardens and Membership
Through the use of macro photography the creative captures a close-up, evocative, natural beauty that reflects the inspirational moments that visitors to the RHS gardens will experience. This creative needed to work as a strong branding device as well as being able to hero sales messaging and detail the benefits of RHS membership.
The campaign identity has since been flexed across a large variety of comms displayed through onsite collateral as well as press ads and out of home advertising.
RHS had a record number of visitors to their 4 gardens in the
12 months following the introduction of this campaign!
The RHS annual report for the year ending 31 January 2016 saw overall income up to £76.5m from £73.1m (up 4.7%).
Expenditure was £71.1m, up 8.3% or £5.5m.
Trading income was £23.3m (up 6.3%), shows £18.2m (4% up), members £18.3m (up 11.1%), gardens £6m (9% up).
"RHS Shows ticket sales increased by 2% in the first year! They are re-running our creative again this year as it’s so successful and everyone from across the organisation, right up to the Director General and the Individual Shows Manager loved it."
Business Director, Arthur London