#LoveFloriade road tour a major success
The #LoveFloriade road tour displayed flowers, plants, fruit, vegetables and bulbs for an entire weekend. Featuring a mobile greenhouse as its spectacular centrepiece, the colourful convoy paid tribute to Floriade in festive style: #LoveFloriade. The aim: to positively promote Floriade. We look back on a successful campaign.
Background
Introduction
The official kick-off for the #LoveFloriade road tour got under way at the Van der Valk Hotel Schiphol at 5 pm on Thursday 11 August. After some inspiring words from such people as Jan de Boer (Chair of the ad hoc consortium), Marco van Zijverden (Chair of Floriade’s advisory council), and Harm Custers from Takii Europe, the mobile greenhouse was presented.
The #LoveFloriade road tour
The convoy left the town of Aalsmeer on Friday 12 August. An enthusiastic team led the tour through a variety of locations, including former Floriade parks, like Amsterdam (Amstelpark), Zoetermeer (Rokkeveen) and Rotterdam (Euromast). Along the way, the public was treated to flowers, bulbs, plants, fruit and vegetables generously provided by the Dutch horticultural sector. The glorious weather certainly added to the atmosphere.
The #LoveFloriade road tour culminated in a celebration at Floriade in Almere on Sunday 14 August. Hans Bakker, Director of Floriade, greeted the convoy and expressed his gratitude towards the horticultural sector for this successful campaign. This was followed by a drink and a bite to eat whilst we shared the last products with Floriade’s audience.
Featured on NOS Journaal!
#LoveFloriade enjoyed plenty of media attention before, during and after the road tour. Dutch news programme NOS Journaal (from 11.01 to 11.50) included a feature on the road tour on Friday afternoon! What’s more, we allowed the public to share in the enjoyment too through the LinkedIn pages of The Flower Council of Holland, Royal FloraHolland and GroentenFruit Huis, as well as through our Dutch consumer channels @mooiwatbloemendoen and @mooiwatplantendoen on Instagram and Facebook.
See the images
Click here for the e-magazine, which features photos and videos of the #LoveFloriade road tour.
About Floriade Expo 2022
The city of Almere offers the ultimate setting for the international horticultural exhibition Floriade Expo 2022, which runs until 9 October 2022. Here, the Dutch horticultural sector (in conjunction with national and international partners) is presenting innovations and solutions for sustainable, liveable cities. The key theme on the 60-hectare site is ‘Growing Green Cities’. The expo site is situated not far from Amsterdam, right next to the A6 motorway, and with views of the Almere’s skyline.
Further information
For further information on the #LoveFloriade road tour, please feel free to get in touch with Winnie Scheffmann, Interim Project Manager Corporate Communication, by sending an e-mail to wscheffmann@bloemenbureauholland.nl.
Download the High-Resolution images for print publications here.
August 2022
