Suntory Flowers is using a NASCAR sponsorship and a garden-center promotion to bring attention to flowering plant brands in South Florida.
The company is planning a Nov. 6 rally at Flamingo Road Nursery near Fort Lauderdale, followed by a sponsored NASCAR event at Homestead-Miami Speedway on Nov. 7. The nursery event will feature a Bluephoria-branded racecar and hundreds of Sun Parasol flowering plants for purchase.
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Plant merchandising meets motorsports
Marketing director Delilah Onofrey said the retail activation will also include limited-edition T-shirts and smoothies. The Bluephoria-wrapped display vehicle will later appear in Suntory Flowers’ booth at next year’s Tropical Plant International Expo.
“There will be a racecar fully wrapped in Bluephoria branding and hundreds of Sun Parasol plants for sale,” Onofrey wrote. She noted that a different car would compete in Saturday’s race.
The promotion offers an example of a branded plant supplier using experiential retail, event merchandising and a national sports sponsorship to engage customers beyond traditional garden-center advertising.
Details are available from Suntory Flowers.
Source and images: Suntory Flowers; information supplied by Delilah Onofrey.
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