The Brief

Create an innovative campaign that will generate press coverage in cultural, travel and business media.

The Activation

We partnered with renowned floral designer and infleuncer, Hamish Powell, to take over the entrance lattice at The BoTree to design a floral master piece that would stop people passing by, and create a press worthy story that would gain attention from cultural, travel and business press outlets.

The Partnership

We choose to work with Hamish as he embodies the vibrant energy that The BoTree brand conveys. Culturally, he is seen as a cutting edge modern florist who works with high end brands such as Loewe, Hermes, Selfridges, Ottolenghi and Penhaligons, just to name a few. His following consist of fashion forward, wealthy people from around the globe which aligns with the target demographic for The BoTree.

The day before the campaign launched, Hamish was named in Forbes 30 under 30, meaning he had increased attention on his page when we launched our collaborativeThe BoTree in Bloom content. Shortly after our campaign he also created the flowers for Charli XCX’s wedding, exclusive interview with Tush Magazine with Valentino, further driving people to his page and therefore increasing the impact of our campaign.

Launch event

To mark the launch of The BoTree in Bloom, we hosted an exclusive event in collaboration with Hamish. The event transformed The BoTree Bar into an immersive floral oasis, serving as an effective influencer and press moment, generating strong influencer coverage to start the campaign off with a bang.

Social Launch

Our partnership agreement included collaborative content, which generated huge results across our Instagram page. We worked with Hamish collaboratively to conceptualise the content we wanted to produce to ensure that it aligned with The BoTree’s and Hamish’s seperate content strategies.

We launched the campaign with a social competition, encouraging people to share images of The BoTree in Bloom to go in with a chance of winning an overnight hotel stay, to increase the awareness and engagement of the campaign.

The Results

• 18 pieces of press coverage + 2 exclusives + 99 pieces of influencer coverage

• 29 843 142 total PR reach

• Coverage included in the likes of Esquire (16 840 000 MUU), Conde Nast Traveller (2 258 000 MUU), Design my Night (4 721 000), Business Traveller (436 900 MUU + 62 700 circulation), The Handbook (416 700 MUU + 235 000 newsletter subscribers)

• Social stats for key content: 16 489 likes, 266 400 views, 296 comments

Client: The BoTree