Chelsea Flower Show 2013
Following the success of BrandAlley’s ‘naturally fashionable’ garden at the Chelsea Flower Show in 2011, BrandAlley wanted to create an even bigger buzz this year with a garden designed by leading gardener Paul Hervey Brooks. The garden, inspired by BrandAlley members, represented a no-compromise expression of our ‘public’ and ‘private’ sides of life. PHA Media were tasked with delivering this conceptual message to key top tier media across both traditional and digital spectrums, and re-educating on the fundamental BrandAlley ethos and offering.
- Client: BrandAlley
- Date: 20/05/2013
- Blog Category: Consumer PR, Events, Fashion & Lifestyle
- Project URL: http://www.brandalleysales.co.uk/chelsea-flower-show/golden-moments-from-our-fashion-fabulous-brandalley-garden/
Achieve national and regional print, online and broadcast coverage of the BrandAlley garden;
Change the overall perception of BrandAlley by engaging with media that had to date been difficult to engage with;
Engage with high level fashion journalists and change the perception of BrandAlley being solely a Flash Sale site and highlight it as an emporium of style and luxury;
Focus on engaging a London-centric database and increase traffic to the website.
Originality and creativity
Chelsea Flower Show gave BrandAlley a unique platform to invite and entertain target media, as well as affording them access to a broader media footfall across the week. BrandAlley was the only fashion e-tailer to showcase at the event, making their concept particularly standout and unique against fellow exhibitors.
The BrandAlley Garden was carefully created to reflect not only the inspirational lives of BrandAlley members, but to give a nod to key 2013 fashion trends. The unusual link between fashion, lifestyle and gardening meant we were afforded plenty of creative hooks to engage a broad range of journalists, and create individual, meaningful messaging for all.
Strategy and implementation
We created an initial buzz by seeding out a bespoke announcement to national newspapers and influential online contacts.
We identified a range of key fashion journalists and invited them to join us at the event, designing bespoke gifts to help secure their attendance. This gave us an opportunity to deliver conceptual messaging around the garden, form a wider discussion about the brand and build relationships.
We seeded information and exclusive images of the garden to key national publications before, during and after the event resulting in widespread coverage over a sustained period of time
We arranged and managed a photo shoot with OK! Magazine which took place on the garden and delivered one of our main lifestyle features.
We hosted a variety of celebrities on the garden including David Gandy, Kirstie Allsop, Katie Piper, Rob Brydon and Laurence Llewelyn-Bowen
Results and evaluation
The campaign was extremely successful, securing a total of 33 pieces of coverage across the print, online and broadcast outlets, including coverage on BBC1, BBC2 and BBC West. Almost all national media outlets featured the garden including The Daily Mail, The Daily Telegraph and The Guardian.
We also hosted a number of key lifestyle journalists throughout the event, including Grazia, Elle Decoration, The Evening Standard and Look.
We built on existing and developed new relationships with key influential journalists for the brand and delivered a successful brand message around the site and its brand identity.
The team at PHA Media went above and beyond for BrandAlley when we hosted a Fresh Garden at The Chelsea Flower Show. The whole team were passionate, enthusiastic and dedicated to the project. Most impressively, they managed to achieve a widespread coverage for us; a difficult feat when we were competing with many other brands and gardens.
The Sunday Times