Flower Council of Holland presents new plans in video09 October 2020
The Annual presentation 2021 of the Flower Council is live. Director Dennis van der Lubbe and a number of industry peers take the viewer on a journey through the turbulent year that has been 2020 and to the plans towards 2021 in a video.
Flower Council of Holland has not been sitting still this year. "The floriculture industry was hit very hard at the beginning of the pandemic and the export all but stopped," says Dennis van de Lubbe. The video shows dramatic footage from March. "Quietly waiting until everything blew over was not an option." There was cooperation with other parties in the industry to contribute to society, in hopes that the this would reap rewards in better times. Within a week, the legendary video Let Hope Bloom was developed, which found its way all around the world and was watched by millions of people.
Initiatives during corona times
With the help of Hugo Noordhoek (CEO Dümmen Orange) and Marcel Zandvliet (CMO Dutch Flower Group) the successful initiative with Ali B was achieved: To bring 150.000 hand-made flower bunches to lonely elderly people. "Many parties participated with this for free," says Marcel in the video. "Cover packaging, boxes, pallets, buckets, this initiative provided a lot of energy. The thought behind this was: we are being good to the elderly, that can only be good for our industry."
Planned campaigns had to be reconsidered, but the Flower Council also came up with new, unexpected initiatives to support the floriculture industry. For example, the late summer sales boost echoes the European corona measures: keep 1.5 metres distance. With Fill the distance with flowers this is turned into something positive. Moreover, this is how an extra day to give away flowers was created, explains Peet ten Have, co-owner of J&P Ten Have B.V. in the video.
Preview new campaigns
The first big campaign for next year will start in April, for garden plants. These sold very well this year, but many gardens and outside spaces could be even greener. From grey to green is being developed at this time, the video will show a sneak preview. On the agenda for May and June 2021 is a big cut flower campaign, We Need More Flowers, and during the autumn Thank You Plant. The trend collection is new, this replaces the house and garden plant of the month and the flower agenda. Using the fashion world as an example, there will be a new trend collection twice a year which is supposed to surprise, inspire and provide the spark to buy.
Get caught up on all of this in a little more than 15 minutes. This video presentation will be available until 20 October.
Communication Calender 2021
The Communication Calender 2021 is also done. This will shows an overview of the most important communication moments of next year: campaigns, content and shopper activation activities.