Once again, Bord Bia brought the Dream Gardens designs to life at Bord Bia Bloom to help the public get a sense of how the garden looks in real life and encourage them to recreate the looks in their own gardens. The Coastal Garden, by James Purdy took a prominent position in the Show Garden Area.
Easy Steps to Dream Gardens has proven a huge success with both the public and the industry alike. The Coastal Garden received a great reaction from the public during the five days of the show, with the consensus being that it was achievable and the public could envision creating the planting scheme in their own garden. There has been over 20,000 downloads of the PDF resources comprising of the garden plans, planting plans and plant lists to date by consumers visiting the site.
While The Coastal Garden was the focus in the public arena at the show, it also served to drive the public to the Easy Steps to Dream Gardens area on the Bord Bia Bloom website, bringing renewed attention to the other six gardens in the Dream Gardens suite.
A full Social Media campaign, utilising the assets developed for virtual bloom, alongside a PR campaign took place in the lead up and during Bird Bia Bloom. A suite of specially commissioned Point of Sale and social media assets was sent to and utilised by garden centres around the country to focus attention on the plants featured in the garden.
As one part of the Bord Bia social media campaign we collaborated with gardening enthusiast and YouTube blogger Niall McCauley – Niall Gardens. For this collaboration, Niall highlighted crucial elements of creating your Easy Steps to Dream Gardens with Bord Bia’s resources in the lead up to Bord Bia Bloom.
Across the four-part video series, he takes the viewer on a step-by-step process to creating their dream garden, alongside highlighting the success of James Purdy’s “The Coastal Garden” at Bord Bia Bloom 2023. Alongside a consistent presence on his YouTube channel, Niall also shared all Dream Gardens content to various social channels, such as Facebook.
Niall utilised Instagram reels and stories to highlight the Dream Gardens content he created for his channels and made a series of face-to-camera reels highlighting the run-up to Bloom, whilst keeping focus on the resource.
Video views – 10,302
Reach – 14,300
Engagement – 609
Reach – 4,624