Making other mothers green with envy

NGIA has launched a consumer advertising campaign for Mother’s Day to enable the industry to take full advantage of one of the most profitable events in the retail year.

Consumers are being encouraged to ‘Make other mothers green with envy this Mother’s Day’ by purchasing Mum the perfect gift – a Nursery & Garden Industry Gift Card. Continuing under the Life is a Garden banner, the advertisements promote the benefit of purchasing a plant for Mother’s Day.

Reinforcing these advertisements is a gift card-specific campaign for Mother’s Day. Commencing with a half page ad in the Women’s Weekly (April 28 edition), the gift card campaign not only links with the Mother’s Day advertisements but also feeds into promotions featured on the Life is a garden website www.lifeisagarden.com.au. Both campaigns will be supported by extensive public relations activity.

In 2006, gift cards were the second most popular gift in the USA across all industries. The scheme aims to establish gift cards as a secure income stream for the nursery and garden industry. Other than the gift cards, the nursery and garden industry has no national scheme that capitalises on the strong consumer demand for convenience and internet shopping.

Look for the Mother’s Day ads in The Sunday Telegraph (Sydney), The Sunday Mail (Brisbane), The Sunday Herald Sun (Melbourne) The Sunday Mail (Adelaide) The Sunday Times (Perth), The Sunday Tasmanian and the Northern Territory News (Saturday edition).

Gift card sample packs have been sent to all NGIA member retailers who are yet to sign up to the scheme. To get involved, contact National Marketing & Business Development Manager Alison Morris at NGIA on ph: 02 9876 5200 or email: alison.morris@ngia.com.au.