The Melbourne Flower Market wanted to develop a range of marketing material to remind people of the beauty and value of fresh cut flowers – especially when choosing gifts for special occasions.
Collaborating with Richard Blackman Design, we were asked to brainstorm concepts and words to reiterate this message. We coined Discover the Power of the Flower, an overarching line that could be used either as a headline or tagline, depending on the application and accompanying messaging.
Next came the brief to develop a campaign to promote fresh cut flowers as the perfect gift for Valentine’s Day – reminding both straight and gay audiences that flowers still hold the greatest ‘cred’ when it comes to romance.
Discover the Power of the Flower was teamed with quirky illustrations and the subhead Come Up Smelling Like Roses For Love’s Most Major Event… to create advertising collateral that included targeted web banners, Facebook tiles, posters, flyers and giant banners displayed at the Melbourne Flower Market.
The success of the Discover Power of the Flower headline/tagline sees it as an ongoing campaign covering a range of different events including Mother’s Day, Spring Racing and of course, this year’s Valentine’s Day campaign.
