AD BOOST FOR BOTANICAL GARDENS
By Adnews Staff
A print campaign which ran during the month of May for the Royal Botanical Gardens of Hamilton, Ont. increased revenue from admissions by 91% over the same period last year. The ads were created by Scott Thornley & Company of Toronto, and placed in Toronto and Hamilton newspapers. This is the first time the gardens has advertised "aggressively," and it is the first time it has really gone after the Toronto market, agency partner David Gordon told Adnews this week. In the past, it would just run ads focusing on specific events. The gardens decided to get more aggressive about it this year because it wants to build business, especially outside the Hamilton area. Royal Botanical Gardens is comprised of 2700 acres of gardens, forests, wetlands, wildlife and trails. The theme lines for the ads were: "125,000 flowering bulbs for only $4.25," "Breathe deeply," and "Bring your sunglasses." Print ads will run until the end of August, but posters and collateral materials will be available year round. Scott Thornley won the account in February in a competition with five other agencies. Advertising in the past, was done in-house.