Wilde flowers at Wyevale
Pop star turned gardener to front marketing campaign
Wyevale Garden Centres is to feature 80s pop star and latter-day TV gardening guru Kim Wilde as the face of the business.
The launch of the marketing campaign featuring Wilde coincides with the company’s Christmas campaign. The aim is to reinforce Wyevale’s position as the UK’s leading garden center group, as well as to broaden its appeal. She will feature in the group’s marketing material throughout 2005, fronting a campaign that includes TV, radio, and newspaper marketing.
Bob Hewitt, chief executive of Wyevale, said: “Our partnership with Kim is a natural fit for Wyevale. By bringing together both parties we are able to capitalise on our horticultural expertise along with Kim’s hands on approach to gardening as a hobby.
“It is this unique combination which we believe will set Wyevale apart and give new impetus to our marketing activities. We see this relationship as a long term investment which aims to deliver inspirational advice and information to gardeners across the UK, whether they are experienced professionals or amateurs.”
