On August 12th, the Tour de France Femmes begins: the largest international cycling event for women. A perfect opportunity to highlight our sector in a positive light.
The 12th of August marks the start of the Tour de France Femmes, which is the largest international cycling event for women. The first stage runs straight through Westland; an important region for our sector. The international media attention and presence of over 1,000 journalists provide an excellent opportunity to present a positive image of flowers, plants, and the sector together with growers and traders in the news.
Consumers discover their style with Pinterest Quiz Ads
Every year, we develop Horticulture Trends: the ultimate style trends to turn your interior and garden into a green oasis. To highlight consumer trends for 2024 and stimulate the demand for flowers and plants, we developed interactive Pinterest Quiz Ads. This allows consumers to discover which style suits their interior and us to inspire them with examples of plants and flowers that are the perfect match.
This year as well, leading up to and during Mother's Day, we have successfully conducted campaigns in various countries, expanding our collaborations with multiple partners. In videos, articles and social media, influencers and consumers shared personal stories featuring emotions, flowers and their symbolism. This enabled us to put flowers on the map as a meaningful gift and to show how they connect people.
In our previous newsletter, we discussed the social listening pilot that started this year. For three months, we monitored social media discussions about our sector across various countries. It informs us about the topics consumers discuss on social media, the channels they use, and their perceptions of our sector. With these insights, we can improve our sector communication strategy and make even more impact to enhance the sector's image. The initial results from this test are very valuable.
The Flower Council of Holland provides with international consumer marketing and communication on flowers and plants on behalf of growers and traders in the Netherlands. The goal is to stimulate demand by inspiring and informing consumers about the positive effects of flowers and plants.
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