The Chelsea Flower Show is one of the most iconic events in the gardening world. For Paskett PR, this year’s show was a particularly special event. We had five clients at the show so it proved to be a busy day!
Last summer we were contacted by Hillier who were looking for pr support for their 2017 show garden. Hillier is the most successful exhibitor in Chelsea history so we were absolutely delighted to be considered. Our pitch was successful and we soon got to work on putting plans into place!
The campaign that we suggested in the pitch process was the Memory Tree – an idea that Hillier loved! Months of planning later, it was fantastic to see the Memory Tree come to life on the Monday of the show, when the ground is open to journalists and VIPs – not to mention the Royal Family too!
Our Memory Tree concept asked visitors to the stand to take a moment away from the hustle and bustle of the showground to reflect. We were asking people to write down their most treasured gardening memory and then sign a plant tag which would then be hung from the tree.
Chris Evans kicked off proceedings with a visit to the Hillier garden during his Radio 2 breakfast show, who returned later for his ‘Pause for Thought’ segment, soon followed by none other than Alan Titchmarsh – true gardening royalty!
Throughout the day, we arranged for a whole host of famous faces to take part in the Memory Tree and sign a tag which will be auctioned for the Wessex Cancer Trust after the show. Stars included Dame Judi Dench, Joanna Lumley, Carol Klein, Anton Du Beke, Nigel Slater, Matt Baker, Alex Jones, Jo Whiley, Piers Morgan, Nigel Havers and Cerys Matthews.
A huge highlight was when Kate Middleton visited the stand during the Royal visit and was photographed underneath the huge Spring structure that ran through the centre of the Hillier garden. The garden was absolutely stunning and saw Hillier winning its 72nd consecutive gold medal. A fantastic achievement!
Alongside the feature on the Chris Evans breakfast show we also secured coverage in many national newspapers as well as inclusion for Hillier on the BBC TV broadcasts with interviews with the designers and Hillier team taking place throughout the week.