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
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
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
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.