chelsea garden show, jo malone presentation, 2008 - charles de gruchy
Upload: leadership-for-directors-vps-of-crm-analytics-in-the-greater-new-york-city-area
Post on 15-Apr-2017
303 views
TRANSCRIPT
RHS Chelsea Flower Show20th – 24th May 2008Charles de Gruchy
The Jo Malone Garden at RHS Chelsea Flower Show
Date: Monday 19th – Saturday 24th May 2008 Location: The Great Pavilion, RHS Chelsea Flower Show, London SW3Theme: English Elegance
Objectives:
• To introduce and position The World of Jo Malone™ within a coveted target arena.
The CFS is described as the Olympics of the Horticultural World and officially kicks off London's
summer social diary.• To reinforce Jo Malone’s British heritage to both home and global
audiences.• To expose the brand to 157,000 visitors including HRH Queen
Elizabeth ll and the royal household.
• To introduce new customers to The World of Jo Malone™ via a unique and sensorial
experience.• To drive footfall and increase sales to the flagship store.• To generate print, online and TV media. • To encourage sustainability and social responsibility.
The World of Jo Malone™ was literally brought to life at the RHS Chelsea Flower Show 2008. Making it’s show
debut, the Jo Malone Garden was inspired by the unique collection of floral fragrance ingredients and created by
Mathew Dickinson, Garden Designer and Florist.
Situated within the show ground’s Great Pavilion, the Jo Malone Garden was a stunning combination of elegant
flowers, shrubs and climbers chosen specifically to inspire and ignite the senses. Rich blossoms including lily of
the valley, peonies, honeysuckle and jasmine were planted next to chocolate mint, thyme, rosemary and lavender
to effortlessly infuse the air with fragrance. Visitors to the garden were welcomed by Mathew and the PR team
and encouraged to touch, smell, relax and reflect.
On opening day, the RHS judges awarded the Jo Malone Garden with a Silver Award for Floral Display which was
followed by a visit from HRH Queen Elizabeth ll. As Her Majesty entered the garden she was immediately struck
by the four metre high floral fountain positioned within the centre of the garden and keen to ask how long the
display had taken to create.
During show week, the garden was visited by over 150, 000 people. Situated within close reach of the Flagship
Store in Sloane Street, 3,000 complimentary Hand & Arm Massage invitations were selectively distributed to
Visitors to specifically drive increased footfall and sales. A total of 302 massages were performed which resulted in
an increase of 61% compared with the weekly average. Sales also increased by 22% compared with show week
2007 and Sloane Street ranked number one Jo Malone door.
The Jo Malone Garden at RHS Chelsea Flower Show
The Jo Malone Garden at RHS Chelsea Flower Show
The Jo Malone Garden at RHS Chelsea Flower Show
The Jo Malone Garden at RHS Chelsea Flower Show
Build Up (Production)Tuesday 13th May 2008
Show OpeningMonday 19th May 2008
The Jo Malone Garden at RHS Chelsea Flower Show
The Jo Malone Garden at RHS Chelsea Flower Show