From strength to strength
Having sponsored specific exhibits so successfully at 5 RHS Shows for a number of years there was a mutual desire to extend our partnership. In 2008 the RHS and NS&I joined forces to help inspire the British public to use whatever space or means they have to get growing through the RHS Grow Your Own Campaign
NS&I were keen to build on the success of other established sponsorships and an already successfully developed relationship with the RHS, primarily through support of the RHS Flower Shows. The partnership had already proved to work well from a number of different angles and in particular in terms of audience fit and brand values. NS&I were therefore keen to develop a deeper sponsorship relationship, which could offer year-round profile and access to the RHS audience and extend their portfolio of opportunities.
The partnership
The RHS Grow Your Own Campaign offers NS&I an annual plan of engagement activities which can be publicised to existing and potential NS&I customers through a variety of marketing and promotional activity.
The Campaign encompasses the following key areas of support:
- Dedicated RHS Grow Your Own microsite
- Dedicated RHS Grow Your Own e-newsletter
- Range of high profile garden based events and activities across the four RHS Gardens
Key calendar events include:
- Free-open day/ weekend to launch the growing season and inspire people to have a go and get started… (March)
- GYO themed events run over the summer months with the aim of showing people what to do with their fruit/veg once they have grown it (Jun-Aug)
- A Taste of Autumn, a celebration of all the fruit and veg grown throughout the year. Highlights include tastings, cookery demonstrations, family activities, displays and advice… (October)
- Distribution of over 10,000 free branded starter packs
- Regular articles and content within the The Garden magazine (sent to 360,000+ members)
The right message
The RHS GYO campaign sponsored by NS&I goes from strength to strength with no sign of public interest diminishing. It is estimated that over 500,000 people have been helped and inspired to give growing their own fruit and vegetables a go in the past two years.
The fit with NS&I’s wider marketing objectives is ideal, highlighting the common link between growing your own and the financial savings message that they seek to promote and there has been strong positive audience feedback to reflect this.
From an NS&I perspective the sponsorship has offered them a platform to drive the brand and raise their profile. They have also been able to extend the messaging across the majority of RHS Shows and also to other partner events, creating a powerful and integrated campaign which offers them year-round profile.