BST-BDDP conveys the stars’ passion for Kew Gardens

BST-BDDP is using celebrities to entice visitors to the Royal Botanic Gardens at Kew in its latest campaign for the world’s most celebrated botanical gardens.

BST-BDDP is using celebrities to entice visitors to the Royal

Botanic Gardens at Kew in its latest campaign for the world’s most

celebrated botanical gardens.



A single poster execution, which breaks next week, will be supported by

several radio commercials, most of which are still in production. The

one completed radio ad features the Texan model, Jerry Hall, enthusing

about Kew’s ’carpet of bluebells’ and how the gardens are ’a little

piece of paradise’.



The poster work shows the Palm House, the centrepiece of Kew Gardens,

transplanted to the middle of the Brunei jungle. The visual is intended

to remind people that they can experience the rainforest on a visit to

Kew.



Tom Hudson, the creative director of BST, said: ’All the people we are

hoping to involve in this project are friends or fans of Kew

Gardens.



We opted for more radio than visual executions because we wanted to talk

about the garden in detail and radio was the best medium for this.

People are very passionate about Kew and we wanted to convey that

feeling.’



The poster, which will run on tactical sites in South-west London, was

written by Ed Morris and art directed by James Sinclair. The radio work

is also aiming to target those people who would be most likely to visit

the gardens - most of whom live in the local area - at times when they

would be available to go. Written by Lucy Marsden and Chris Jones, the

spots will run on Classic FM, Melody FM, News Direct and LBC. Media was

planned and bought by Booth Lockett Makin.



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