It only seems like yesterday that we were heading to London for the world’s most prestigious show in the gardening calendar – the RHS Chelsea Flower Show 2023. And it’s safe to say that, as always, it was an event to remember! The hustle and bustle, the sights, smells and sounds, the beautiful blooms, pretty plants and showstopping show gardens… there really is nothing quite like it.
It was a particularly exciting year for us, as we were providing PR and social media support for one of the main show gardens – the Memoria & GreenAcres Transcendence Garden – in the lead up to RHS Chelsea, and at the event itself.
Seeing the site turn from a plot of bare land to a stunning, thought-provoking garden was awe-inspiring. Holly and Beth visited two weeks before the event and couldn’t believe the difference when the garden was officially unveiled – tranquil, calm and carrying with it an important message.
The aim of the Transcendence Garden was to spark conversations around the end of life, and to give people a calm, wonderful place to remember loved ones – with the eventual result a truly beautiful mixture of emotive and uplifting. Working with designers Gavin McWilliam and Andrew Wilson of McWilliam Studio was such a pleasure, as well as the team from Darwin Alternatives and Greenacres. And all their hard work paid off, as the show garden was awarded a Silver Gilt award from the RHS.
That’s not the only hard work that paid off, though. On the lead up to show week, the Honest team sprang into action to deliver an intensive PR and social media plan, drafting press packs, hosting an online press event, devising campaign ideas, coordinating the photocall, liaising with the RHS and the BBC, designing assets, populating social media platforms, securing exclusive interviews with the designers, managing garden tours…and so much more! Phew!
The all-important press day was held on Monday 22nd May, where more than just a few famous faces stopped by to visit the show garden – including Dame Judi Dench, Michael and Gemma Owen, Bill Bailey, Alex Jones, Nick Grimshaw, Louis Walsh, and Alan Titchmarsh MBE. We also welcomed our very own special guest, grief counsellor, author, and broadcaster Jeff Brazier to unveil the Transcendence Garden and introduce the #DifficultConversations campaign – encouraging people to talk about their wishes around end of life.
It was evident that this important subject was one close to the hearts of many, with the feedback received both in person and online demonstrating the impact that the garden had. The coverage in the press and media also highlighted just how special the space was – and the final results are now in! We’re incredibly proud that, in total, the Memoria & GreenAcres Transcendence Garden secured:
· 100 pieces of coverage in national and regional newspapers, consumer magazines and trade titles
· A print reach over 1.5 million, plus many more millions of views online!
· Six appearances on the BBC with a whopping 2.5 million views per episode
· Exclusive interviews with Gavin and Andrew in Country Living, English Garden, Ideal Home and Daily Express
· An exclusive pre-build site visit with Ideal Home
· Garden tours with countless key journalists, celebrities and influencers on Press Day.
The Memoria & GreenAcres Transcendence Garden wasn’t the only success for our clients at the show though. Hillier Garden Centres had an incredible four plants in the running for Plant of the Year, and disruptive wildflower brand Seedball received a Three-Star Tradestand Award – amazing work considering it was its first year at RHS Chelsea. The company also used the event to launch a brand-new Lawn Mix and a Coronation tin – both full of seedballs which, once scattered, will become patches of beautiful wildflowers.
But, after hours of hard work, late evenings, and LOTS of fun, that’s officially a wrap on RHS Chelsea for this year! What will next year’s event bring for the Honest team?
