In spring 2012 the Quebec ornamental horticulture industry will be launching its mass marketing campaign on the theme of Mettez du jardin dans votre vie (Make a Garden of Your Life).

After 25 years of steady growth helping baby-boomers achieve their floral and landscaping visions, the industry is now looking to attract a younger generation, specifically 35 to 55 year olds.

This campaign will encourage consumers to see gardens as a living area, a place to live. It will highlight all the delights that gardens have to offer: our love of plants and the pleasure we get from them, our contentment and pride when surrounded by an exquisitely laid out garden, our delight when creating a new environment.

With the financial support of the Quebec Ministry of Agriculture, Fisheries and Food, the Table filière de l’horticulture ornementale has carried out an in-depth study of the consumer habits and needs of this new demographic, to help frame communication strategies. It has also developed a series of campaign tools including TV advertising, a website, promotional tours throughout Quebec, numerous competitions and prize draws, and social media.

To see this major project reap results, all businesses in the sector that sell plants, supplies and other gardening projects in Quebec are invited to participate in rolling out this campaign by contributing to it financially. As of this date, 350 businesses have confirmed their commitment and new ones are joining every day.

You have everything to win by joining this momentum. In the short term, your participation will be recognized and rewarded by a publicity campaign aimed at other companies in the industry, including your customers. You will have the privilege of being among the first users of quality promotional tools reflecting the campaign. In the long term, you will contribute to sustaining a major Canadian market.

For more information, contact Nathalie Deschênes at 450-774-2228 or nathalie.deschenes@fihoq.qc.ca