Growing Success: Perennial’s Award-Winning PR Campaign

Perennial, the UK’s only charity dedicated to supporting those in horticulture, embarked on a remarkable journey to win the hearts of the public and secure the BBC and RHS People’s Choice Award for their show garden, designed by Richard Miers, at the 2022 RHS Chelsea Flower Show.

This case study outlines our successful PR campaign that helped them to achieve precisely that. The campaign also included media training, key message creation, and content development.

The Challenge:

Perennial faced the challenge of winning the public vote while also raising awareness of their invaluable work in the horticultural sector. We collaborated closely with their in-house marketing team to create a steady stream of stories over the six months leading up to their Main Avenue appearance at the RHS Chelsea Flower Show.

Media Coverage:

The campaign was a resounding success. ‘The Perennial Garden, With Love by Richard Miers’ was not only a visual masterpiece but also a media sensation. We secured over 10 minutes of BBC TV coverage, 40 editorial pieces spanning trade, local, and national media, and a captivating 20-minute influencer YouTube recording that secured over 100,000 views. This extensive coverage showcased Perennial’s commitment to the horticultural community and their show garden’s outstanding appeal.

Key Messages:

Working hand in hand with Perennial, we crafted key messages that resonated with their audience. These messages were seamlessly integrated into media stories, ensuring a consistent and compelling narrative. This approach empowered Perennial’s volunteers, staff, and even the show garden designer, Richard Miers, to communicate the charity’s mission effectively.

Media Training:

To ensure Perennial’s spokespeople were well-prepared, we ran media training sessions, which included their CEO. This not only equipped them with the necessary skills but also boosted their confidence in representing the charity in the media spotlight.

Engaging Content:

We didn’t stop at traditional media; we also extended our reach through engaging blogs, newsletter content, and social media posts. These pieces drew the public closer to their cause.

An Award Win:

Perennial’s journey to winning the 2022 RHS and BBC People’s Choice Award was a testament to the power of effective PR, collaboration, and well-crafted key messages. It showcased our expertise in raising the public profile of a vital charitable cause and the impact a unified messaging strategy can have.