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New garden centre launch increases sales
PRG helped Hillier launch its new £3million eco-friendly garden centre in Eastbourne on Friday 11 March by organising an official ribbon-cutting ceremony with a horticultural twist.
The new flagship garden centre brings an unrivalled horticultural destination to East Sussex. As well as winning 65 consecutive gold medals at the Chelsea Flower Show, in October last year, Hillier was named International Grower of the Year.
PRG recommended Hillier personally invite Pevensey and Westham MP and Minister of State for Climate Change, Gregory Barker, and Polegate Town Mayor, Cllr Tim Voyce, to cut the ribbon and sent a formal invitation to other local dignitaries.
Chairman Robert Hillier opened the event with a welcome speech and was then joined by Mr Barker and Cllr Tim Voyce for the ribbon-cutting ceremony and a tour of the garden centre.
PRG promoted the event to local residents through PR, generating pre-event editorial in local newspapers, and a direct mail campaign, sending to targeted neighbourhoods a four-page newsletter with vouchers to claim at the garden centre.
PRG personally invited key journalists from local newspapers and trade magazines to attend the launch event to encourage post-event media coverage.
Hillier’s own gardening expert and Managing Director of Hillier Garden Centres, Andrew McIndoe, hosted two sessions of Gardeners’ Question Time with gardening celebrities Richard Jackson and Matthew Biggs. Both sessions lasted over an hour and were well attended by local residents and gardening enthusiasts.
Following PRG’s PR and marketing activities surrounding the launch event, sales are reported to have trebled at the new Eastbourne garden centre.
Visit us on Facebook to see more photos of the Hillier launch event.
16th March 2011