All eyes on From Grey to Green
The from Grey to Green campaign will continue to expand, in keeping with Flower Council of Holland’s new strategy. To reach as many consumers as possible, a wide range of media activities and channels will be deployed. The message is clear: a green living environment not only improves your own mental and physical health, but also the quality of life in your neighbourhood. The Flower Council is working in close partnership with the Outdoor promotion group at Royal FloraHolland.
The campaign will continue to expand, in keeping with Flower Council of Holland’s new strategy. To reach as many consumers as possible, a wide range of media activities and channels will be deployed. The message is clear: a green living environment not only improves your own mental and physical health, but also the quality of life in your neighbourhood.
Multimedia
To increase the visibility of the outdoor plant campaign, we are collaborating with various consumer media channels, both online and offline. Short animation films will be used to demonstrate the difference between buildings with and without outdoor greenery. Beside the online campaign we will be being sending out monthly press releases and we will collaborate with various consumer magazines. From spring to summer, the publications will be combined with smaller-scale PR activities, and from September, the spotlight will once again shift to autumn plants.
Dutch National Tile Flipping Championship (NK Tegelwippen)
On 21 March, From Grey to Green will enter a new phase that heralds the start of spring. This day marks the kick-off of the National Tile Flipping Championship 2024, where residents and municipalities will be competing against each other until 31 October. This is perfectly in keeping with the message we are conveying about outdoor plants. After all, replacing tiles with grass, flower beds, trees and façade gardens is the embodiment of From Grey to Green. This in turn helps to accelerate the green transformation of the Netherlands and make life more pleasant for people and animals alike. A life that is more climate-resilient, better for insects and animals, cooler on hot days and simply a lot more beautiful! Reason enough for the Outdoor promotion group and the Flower Council of Holland to work even more intensively with the organisation, starting with opening the Championships on the Dutch TV programme De Grote Tuinverbouwing on 23 March.
Radio commercials
This year, it will once again be possible to hear about From Grey to Green in a series of radio commercials on several popular Dutch stations. In a short radio spot, listeners will be inspired to turn their living environment – no matter how small – into a green oasis. Consumers will explicitly be encouraged to buy outdoor plants for their gardens, balconies or local public spaces.
Von Grau zu Grün
The Von Grau zu Grün campaign will also be continued in Germany in 2024. The themes will once again be clearly highlighted in press coverage and collaborations with consumer magazines. Online, the message will be conveyed using short animation films that show the resulting green oasis.
Download the From Grey to Green tool kit
- The From Grey to Green tool kit contains various materials, such as campaign visuals, banners, posters and social posts with relevant text in Dutch, English and German
- The tool kit can be downloaded HERE
- The campaign will start on 15 April in The Netherlands and Germany.
