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The Flower Council of Holland, marketing and promoting the sale of floricultural products from the Netherlands, establishes a new communication strategy and gives a significant PR budget for cut flowers and houseplants to the creatives of Zucker.Kommunikation in Berlin.
Berlin, 29.July 2010 – Zucker.Kommunikation wins yet another client in the sector of floral business, the Flower Council of Holland. Well-experienced in working with floricultural products, Zucker.Kommunikation is already covering the full PR-service for Fleurop AG since 2007. The agency succeeded in a nationwide pitch and managed to win the 6-digit PR budget on cut flowers and houseplants.
The Flower Council of Holland promotes the sale of floricultural products from the Netherlands on behalf of growers and traders who cooperate closely in the process. For the German market, the Netherlands are the biggest and the most important distributor of plants and flowers. Only a very small amount of seasonal flowers is actually grown and sold in Germany. Therefore, Zucker.Kommunikation will not promote a brand or the company itself but will rather aim to put the floral products into the spotlight.
The goal of the nationwide PR campaign will be to focus the emotional benefits of floral products, reminding the target group of the positive feelings a bouquet of cut flowers can invoke and drawing the attention to how much a home can benefit from the vitalizing effect of houseplants. Zucker.Kommunikation aims to realize this message by using an innovative mix of social media channels, prominent testimonials and classical print, tv and radio media.
Ed van de Genugten, International Marketing Manager at the Flower Council of Holland, is responsible for the new generic communication strategy, focusing clearly defined target groups. The implementation is lead by Frank Teuber, CEO of the Flower Council of Holland in Germany and in charge of the business sector Central Europe.
The Flower Council of Holland
The Flower Council of Holland promotes the sale of floricultural products from the Netherlands. The non-profit-business aims to maintain a general overview on the market situation for floricultural products in Europe. They support the sale of cut flowers, houseplants, garden and balcony plants on behalf of growers and traders. Based on the results of their market research the activities include marketing, advertising and PR strategies, promotion and events that help to maintain and increase the sale of flowers and houseplants from the Netherlands. http://www.flowercouncil.org/