Flormart

Flormart is one of the most important horticultural exhibitions in Europe: it is held every year in Padua and hosts the exhibition of plants and flowers, the showcases of the most advanced technologies for cultivation, up to the presentation of urban regeneration and landscape design projects.
For more than 70 editions, Flormart has been the unmissable appointment for professionals in the sector, who wish to keep up to date on topics related to the green universe.

Flormart is the Italian exhibition dedicated to horticultural and is an international reference point for the latest news in the sector. The event presents the world of greenery through exhibitions and initiatives that capture what is most significant and innovative in the sector.
Flormart asked us to differentiate its communication, highlighting the attention it pays to green issues in the name of sustainable development. The latter is not intended as a utopia, but as a logical growth path for the market of the future.

Flormart aimed to:

• Position itself as a reference brand for innovations in the green sphere and as a leading event for the contemporary debate on environmental issues
• Engage in dialogue with an increasingly broad B2B target and market on different levels
• Create a culture around ecological issues and the latest innovations in the sector in terms of technology and research.

For Flormart, we devised a multi-subject and multimedia communication: our commitment was to address primarily floriculturists and their supply chain, but not only. The communication is also aimed at those interested in green issues in general, such as public administrations, park and garden owners, hotels and entrepreneurs who want to improve the quality of their employees’ work by installing green walls in their offices.

We involved a number of opinion leaders to multiply the resonance of the event, with a special focus on young people. We launched a workshop of ideas and projects for under-35s, through communication on social media, and we activated a collaboration with the University of Padua by proposing a contest for start-ups. The emerging companies that won the contest were given a space at the fair to present themselves and dialogue with leading companies in the sector.

We were also responsible for publicising the initiative and raising awareness of the issues through radio promotion on:

• Radio 2, on the Caterpillar programme
• Radio 24, within several episodes of “Italia + verde” programme with interviews with representatives of districts and territorial associations on the main themes of the exhibition.

One of these is biodiversity, a central topic to Flormart’s communication. In order to highlight this topic, we created a specific communication for Giardino Italia, a permanent space within the exhibition, with plant species from all over Italy, created on the occasion of Flormart 2017. Finally, we produced a publication in collaboration with the Botanical Garden of Padua that will remain as a testimony of the installation.

Together with the brand, we achieved several important results, in particular:

• Repositioning: we brought a historical event back to the centre of the ecological-habitat debate to raise awareness of different targets (not only buyers or landscape architects, but also public opinion).
• Voice: we have made Flormart an authoritative voice in addressing environmental issues, enhancing the space it dedicates to research and the ideas of new generations.
• Culture: we have created culture around a specialised topic, thanks to well-calibrated, joint communication on various channels.