Bord Bia Bloom
GARDENING IS IN FULL BLOOM
Highlights
➜ Blanket national and regional media coverage for annual event
➜ Building event awareness and driving ticket sales
➜ Collating and packaging news stories about the event
The Brief
Bord Bia Bloom is Ireland’s largest family, food and gardening festival. &Smyth has been a trusted provider of communications expertise to Bord Bia’s communications department for the event for over seven years. Storytelling is at the heart of the event and its continued success which brings a range of different communities together. Our role is to find these stories and tell them.
There is a high proportion of not-for-profit, charitable organisations and voluntary/community groups who participate in activities at Bloom each year. Show gardens are often designed for charities; postcard gardens are specifically for amateur gardeners to build (voluntary organisations, individuals, community groups) along with floral art competitions open to community groups.
The Approach
Working closely with Bord Bia, our team prepare all press materials to identify news hooks which enable us to pitch profile opportunities for exhibitors, garden designers, sponsors and to deliver an extensive media relations campaign. This is split into advance activity to raise awareness and pique consumer interest in the event to result in ticket sales and on-site activity for the duration of the 5-day event e.g. announcing show garden medal winners. In addition to this, our team assists in the co-ordination of the Media Preview Day; coordination of the press office on site; inviting and connecting journalists with spokespersons; and the launch photography to support the event.
The Impact
Heightened community engagement
Sustained and improved ticket sales to 5-day public event
Blanket national and regional media coverage
Securing profile opportunities for client and stakeholders