Increasing Sales for The British Christmas Tree Growers' Association

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We help The British Christmas Tree Growers Association (BCTGA) to increase its members’ sales and to establish the BCTGA as a respected consumer standard outlining the importance of buying a real British Christmas tree.

Last year the campaign resulted in a 6% increase in members’ sales with coverage across all media including Blue Peter, Woman’s Hour and The Guardian – audience reach in the run up to Christmas exceeded 31 million. 

Our campaign focuses firstly on the annual Christmas tree competition – the winner provides 10 Downing St with their tree. Secondly the ‘True Gardener’ campaign aimed at those in the gardening trade, which provides tips on increasing tree longevity and recycling. Finally the ‘Don’t Buy Fake Firs’ campaign encourages the general public to buy real trees at Christmas.

THE RESULT

Memebers of the association have given good feedback on the success of the campaign and there have been a 6% increase in sales from the previous year. There was an increase both in public awareness of the BCTGA and in the benefits of buying a real tree. See below how we promoted the 'Don't Buy Fake Fir' campaign on Trafalgar Square's spare plynth.