HTA

Gardening, a great British pastime. And the whynot! team love getting their hands dirty.

We have run the Christmas and Spring national media campaigns for National Garden Gift Vouchers since 2006. NGGV are part of the Horticultural Trade Association which represents 2000 garden centres and other garden retail businesses around the country. It is run by the garden industry for the garden industry.

Our brief is to raise awareness of the voucher scheme, drive sales, and encourage repeat visits by consumers at key times of the year to purchase the vouchers.

We have worked with key media partners, national newspapers, magazines and online media owners to place promotions to deliver against our brief. Partners include the Daily Mail, Sunday Express, The Sun, Daily Mirror, Sunday Mirror, The Times & Sunday Times, Daily & Sunday Telegraph, Sky Magazine, Sainsbury’s Magazine, handbag.com, sun.co.uk and several regional newspaper groups.

We have also delivered campaigns in over 1,500 garden centres around the country, offering consumers premiums and great deals when they purchase NGGVs.

Each of our six campaigns has delivered more than 20 million impacts and delivered a tenfold return on investment for the HTA.

So, are more people gardening thanks to our efforts? Well, our work has resulted in a 90% increase in awareness of NGGVs, driven the average purchase value of the vouchers and contributed to an 85% increase in the penetration of people who have bought or received vouchers.

As they say, you really do reap what you sow!!