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Fereday says, "We've launched a fantastic
website for keen gardeners and amateurs alike,
that's unique in its combination of expert
gardening advice, interactivity and stunning
photography. As well as an in-depth problem
solving section, plant features, weekly what
to do now pages and daily blogs, we're also
giving users the facility to personalise the
site to their own needs and save their favourite
pages to their own scrapbook."
In
addition to extensive editorial and promotion
support through Gardeners' World magazine,
an above-the-line marketing campaign will
reach new gardeners through national press
adverts, leaflet inserts into prominent
gardening mail-order deliveries and an extensive
search marketing campaign.
One
of the sites' benefits is the way gardeners
will form a community to share advice and
experiences in the forums.
To
encourage users to the site and register
for the scrapbook, a unique launch promotion
has been established with crocus.co.uk to
offer a 20 per cent discount.
The
advertising creative was conceived and implemented
by Fingal Creative communications who won
a competitive three-way pitch process. Fingal,
who currently look after the creative work
for the magazine, will work closely with
the Gardeners' World team to maintain a
synergy to the marketing communications
across the brand. Digital agency Poke was
charged with the design of the website.
The
in-house online sales team at BBC Magazines
secured a media-first with B&Q who are
advertising as launch advertising partner.
The deal includes display and advertorial
activity online and in the magazine featuring
B&Q gardens from BBC Gardeners' World
Live at The NEC in June 07.
Other
advertisers include gardening brands such
as Stihl and John Deere.
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