In 2016, garden landscaping manufacturer Bradstone reached its 60th anniversary. To celebrate the milestone, Whistle PR was asked to come up with a creative campaign that would generate positive media coverage around its 60th year, raise awareness of Bradstone and align the brand with aspirational garden design.
Whistle created a highly engaging and shareable video documenting the history of gardens through the ages was created which was fronted by award-winning garden designer and TV personality Chris Beardshaw. The video charted the last 60 years of garden design, right up to current trends as highlighted on the Bradstone website.
To create a strong editorial hook for media, research was commissioned amongst garden owners to reveal which decade their garden was stuck in, the top unacceptable features of a modern garden and what people would most like to see in their garden of the future.
A campaign website was created to host the video, behind-the-scenes photography of the video shoot, an infographic of the research findings, a shareable quiz, six garden design mood boards and Bradstone’s pick of the best UK gardens to visit.
A broadcast day with Chris Beardshaw launched the campaign, securing a mix of live and pre-recorded radio features and news segments. In addition to being hosted on the Bradstone website, the video was sold in to online media owners. National, regional and trade media relations activity, blog and e-comms content and a full social media content calendar, with campaign hashtag and supporting assets, plus two competitions were created to help amplify the campaign across all available comms channels.
36 pieces of broadcast coverage, 24 pieces of online coverage and 210 pieces of print coverage, including a half page in the Daily Express with a reach of 5.6m. Widespread engagement on social media channels and a more than 30,000 video views. The campaign web page had over 7,000 visits during the campaign period.
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