Case study
Cadogan

Chelsea In Bloom

Introduction

Yearly event Chelsea in Bloom sees local hotels, stores and restaurants competing to create incredible floral displays on their shop fronts, extending the iconic Chelsea Flower Show out into the heart of Chelsea from 20-25 May 2019. It’s a fantastic opportunity for businesses in the area to increase their footfall.

The Brief

Relish Content were brought on board to provide live coverage for the event, with the goal of increasing visitors to the area and driving traffic to the Chelsea in Bloom website, encouraging visitors to vote for their favourite display. Extensive social media coverage was needed to help Chelsea In Bloom promote and cement its status as the largest free flower show in London.

"High-quality photography on the feeds encouraged people to visit and capture their own photographs."

Strategy

Relish Content looked after accounts for Pavilion Road, Duke of York Square and King's Road London: three (of the four) official channels for the event.

We created robust content strategies for each, covering real-time live streams, a dedicated hashtag and exclusive behind-the-scenes content. We also promoted competitions through Instagram and Twitter, driving further footfall to stores in the area, while high-quality photography on the feeds encouraged people to visit and capture their own photographs to share on their personal profiles, furthering Chelsea’s reach online.

Results

Relish Content helped Chelsea In Bloom achieve its biggest year yet. We reached 30 million people through our #ChelseainBloom hashtag, creating a buzz online which led to real-life footfall for Chelsea throughout the event. 90 participants, making it the biggest year yet. #ChelseainBloom hashtag reached 30,000,000 people. 40.9% footfall increase during the week. 15,000 votes cast overall for the People’s Champion award.

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