The San Francisco Botanical Garden had two dramatic problems to overcome: Low awareness and low interest. In competition with more visible local attractions, the garden was low on San Franciscans’ consideration set. And if visitors had been to the garden before, they felt there was no reason to return. So the Hive decided to rethink the marketing strategy, not just the advertising. We proposed a campaign that would treat the garden like a theatre venue. Our “Now Showing” campaign changed seasonally to highlight whatever was currently blooming in the garden. That way, every season, we gave San Franciscans another reason to go. If buzz was any indication, business bloomed. The posters paid for themselves in sales. And the beautfiul images charmed Clear Channel executives, who donated a healthy showing of outdoor media to help increase the impact of the campaign.