“November is a quiet month, but the great media coverage created a buzz and attracted new and younger visitors to the garden who would not normally visit.” 

Royal Horticultural Society
 
 
 
 

The brief

The Royal Horticultural Society appointed us on the strength of our building industry expertise and regional media contacts to publicise the launch of the new £3.3million eco-friendly Bramall Learning Centre at RHS Gardens Harlow Carr in Harrogate. 

The launch coincided with Harlow Carr Gardens' 60th anniversary, and following the Learning Centre launch, our brief was extended to incorproate the promotion of the 60th anniversary and attract visitors during a traditionally quiet month.
RHS Diamond Quest
 

The campaign

We worked with the RHS PR manager to develop the ‘Harlow Carr diamond anniversary treasure hunt’ concept - burying a diamond in the gardens and inviting visitors to guess its location to be in with a chance of winning it - and create a series of publicity opportunities around the event. 
 
We secured the donation of a £2,500 diamond from designer jeweller, Andrew Geoghegan, which was ‘buried’ in the Harrogate gardens accompanied by a regional media call, and we targeted wedding, jewellery and horticulture media alongside local and regional print, broadcast and online media with news of the competition. 





The results

The campaign generated extensive editorial coverage, a 1000% return on investment and was awarded a commendation in The Drum 2011 awards.
 
There were 750 entries in the diamond hunt, with visitor numbers to Harlow Carr Gardens up 20% on the same period in the previous year. 
 
Media coverage spanned a broad spectrum of national media including You & Your Wedding, The Sun, Horticulture Week and Professional Jeweller; alongside regional print, broadcast and online news and lifestyle media. 



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