San Francisco Flower and Garden Show
When the San Francisco Flower & Garden Show came to us, they had a serious problem: No one knew what a garden show was. This peculiar and somewhat rare art form is a surreal extravaganza where landscape designers convert indoor spaces into fabulous outdoor spaces, complete with well-planted fields, streams, mountains, and even full building facades. We built a campaign that explained the show in simple terms: Where gardens meet art. We wanted the advertising (mostly local outdoor) to feel like the event itself: Beautiful and unexpected. Did it work? You bet. Advertising awareness by medium increased from the prior year by an average of 160 percent.
“The Hive stepped in to help us at a stage where our marketing messages and execution were not pinned to strategic objectives, did not convey a unified message and visually were far from compelling. They turned those conditions around for us. But that’s only part of the story. As good as their strategy and execution were, they provided equally valuable service by truly becoming our marketing partners, advising us on a myriad of issues only indirectly related to advertising. And in the thirty years I’ve been starting and running businesses, they’re the nicest advertising people I’ve ever worked with.”
Duane Kelly, President, Salmon Bay Events