NEWS: BST unveils first press and poster ads for Kew Gardens

BST-BDDP has produced a striking press and poster campaign for Kew Gardens, the botanical haven for stressed-out Londoners that advertised for the first time in its 237-year history in 1994.

BST-BDDP has produced a striking press and poster campaign for Kew

Gardens, the botanical haven for stressed-out Londoners that advertised

for the first time in its 237-year history in 1994.



BST, which won the account two years ago, produced an initial series of

commercials that ran on Channel 4. The appointment of an agency

signalled the start of a more aggressive approach by Kew, which needed

to raise money to fund scientific research. The commercials were

credited with boosting the number of visitors by 100,000 to more than a

million a year.



The new poster work emphasises the exotic displays that greet visitors

by showing a portrait of an aborigine with the words, ‘You should see

his back garden.’ The photograph for the poster, which is running on

sites donated by London Underground and North London Railways, shows a

character called Uncle Fred. It was shot in Darwin, Australia, by Chris

Simpson.



The press work features a Xingu fisherman from the Amazon in South

America and states: ‘In the Royal Botanic Gardens you’ll find more than

22,000 tropical plant species, with exotic and coloured flowers and

extraordinary foliage.’ The photography for the press ad, which will run

in ES magazine from June, was by Peter Lavery.



Both images were selected to highlight the work that Kew is doing in

remote and environmentally threatened parts of the world.



Penny Furniss, BST’s new-business director, said: ‘We thought we might

suggest that a visit to the Palm House is like a trip to the Brazilian

rainforest, with the additional boon of saving pounds 3,558 on travel

costs.’



The poster work will appear from 1 May.



Media was handled by Booth Lockett Makin.



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