The UK's Only National Gardening Brand Launches "Wish You Were There!"

....holiday Promotion for Spring. NGGV campaign includes 2 million household
door drop across the UK
This spring, National Garden Gift Vouchers is launching its' biggest
consumer promotion. National Garden Gift Vouchers (NGGV) is offering its
loyal customers a chance to win a once in a lifetime opportunity to visit
some of the most beautiful gardens around the world. The activity is part of
a new marketing campaign by the Horticultural Trades Association (HTA) to
drive sales and raise awareness of NGGVs, which are the only national garden
gift voucher available in the UK.

This year, more than 5 billion will be spent by 40 million people in the UK
on gardening, making that more than 355 per household, and more than the
total UK spend on soft drinks, confectionery and chocolate combined[i]. As
the only national gift voucher in the UK garden market, NGGVs offer
marketers the most effective marketing tool in this massive market, and are
universally appealing.

The 'Wish You Were There' promotion will be communicated via direct mail
door drops to over two million ABC1 homes in early May. Consumers will be
invited to purchase 10 worth of vouchers and visit their local garden
retail outlet to enter the free prize holiday draw.

The aim of the campaign is to improve customer accessibility to NGGVs and
increase demand for the vouchers through garden retail outlets. In-store
merchandising will take place in mid to late April with the promotion to go
live on Saturday 30th April in time for the May Day Bank Holiday weekend.

Throughout May, consumers will be able to enter a free prize draw to win a
trip to some of the most famous gardens in the world. The chance to jet off
to The Hawaii Tropical Botanical Gardens or The Lingering Garden in China
provides an attractive purchase incentive for the consumer and drives
footfall into garden retail outlets.
Over 1800 garden centres have been approached to take part in the 'Wish You
Were There' promotion and participation is expected to be very high. Special
PoS packs have been introduced to maximise in-store presence. Posters,
wobblers illustrating the prize winning gardens and a special collection box
for entry forms are part of the support packs participating retailers will
receive.

Commenting on the initiative David Butler, Marketing Manager for National
Garden Gift Vouchers said "This is the largest consumer promotion that NGGVs
has ever launched. With door drops to over two million ABC1 homes the
promotion has wide reach ensuring NGGV key messages have voice."

In October 2004, The Horticultural Trades Association (HTA) launched a new
brand identity and marketing campaign for National Garden Gift Vouchers
(NGGVs) - revitalising the appeal to marketers of the UK's best kept secret
in promotions and incentives.

National Garden Gift Vouchers allow recipients to choose from over 90,000
products for the garden, and can be bought and used at nearly 2000 outlets
across the UK. NGGVs can also be bought online at
www.thevouchergarden.co.uk. They are available in denominations of 1, 5,
10 and 20. Only HTA members can sell NGGVs. To find out more about
becoming a member call the HTA on 0118 930 3132.

[i] Source: Office for National Statistics

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