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The pan-European poinsettia campaign "Stars for Europe - Stars unite" has been awarded an EC sales promotion grant under the European Council policy programme No 3/2008. The beneficiary countries of this 2,1 Million EURO three-year-programme are Germany, France, Great Britain, the Netherlands and Poland, although the marketing strategies and tools developed during this EU campaign will also be used for the 14 other countries of the international poinsettia campaign.

Focus on a younger target group
As well as their traditional media work, Stars for Europe will launch increased support to the trade sector, in particular florists and retail personnel who will receive extra help on sales display, promotion and quality improvement. Due to EC funding, IT communication can be used to take advantage of the trend for new media, i.e. movie spots on the Internet. Simultaneously, applying these media strategies will heighten the retail sector's awareness on customer approach.

Communication will still focus on the classic target groups but with the addition of additional work aimed at younger consumers, who are high users of new media and used to communicating via blogs and social networks like Facebook.

The campaign message is all about giving a poinsettia as a gift and working to the theme 'A Star for Friends!', the new initiatives will extend the trade sector message into these new media channels including movie spots on You Tube and other youth market channels.

In the Uk SFE will continue to work with the HDC ( Horticultural development council ), the BPOA ( British Protected ornamentals association ) and the Flowers & Plants Association as they have in the past been responsible for the implementation of the project on the behalf of UK poinsettia growers.

"Stars for Europe" is a poinsettia marketing initiative led by breeders including Beekenkamp, Dümmen, Ecke, fit-plant, Lazzeri, Selecta, Syngenta and RAI (Bevelander/Beckmann). The poinsettia is one of Europe's top flowering indoor plants, with sales figures of 115 to 120 million plants per annum.

In a campaign starting in August and September media all over Europe received press kits on poinsettia, the Christmas symbol. They were sent first to monthly and bimonthly women’s, home decoration, trade and lifestyle magazines, as well as weekly women’s and lifestyle magazines. Then the material was sent to short term media including online press. In a number of countries, joint campaigns between TV, print or online media were launched.

In Italy as well as Greece, an EU-funded promotion campaign “regalati me!” was conducted by SfE cooperating partners Florconsorzi, floraSi and Conaflor. About 1400 Italian florists and garden centres received promotional material including a poinsettia calendar. On the 3rd and 4th December, promotional teams visited about 30 supermarkets. The Italian promotional activities for poinsettias are co-financed by the EU.

When the consumer media in the Netherlands received press kits with inspirational images of poinsettias, many journalists reacted immediately, requesting more information and pictures. There are two items planned in an important lifestyle programme on Dutch television. A cooperation with Vriendin, a women’s magazine, was launched both in the print version of the magazine and on the website, in which people were requested to say which of their friends deserved a poinsettia. 50 of the readers of Vriendin will receive a bucket planted with poinsettias. The high quality posters were translated into Dutch and distributed to growers. All cash and carry outlets and the most important garden centres were sent a CD with relevant material concerning poinsettias, including press information, inspirational pictures, a leaflet with quality tips and a high quality poster. In the Netherlands, Stars for Europe cooperates with the Dutch Flower Council and the LTO.

In Denmark, Annette Heick, a well known TV host and journalist could be won to present the “Star of the Year”. Her poinsettia greetings will go on 12th December to three national centres for women who have experienced violence at home.

In Sweden, Blomsterfrämjandet sent out several waves of press releases. In addition, the top florist / trend setter Charlotte inspired journalists on two press events with ideas of “Christmas flowers in trend combinations”. About 25 and 40 journalists attended the meetings in Malmoe and Stockholm respectively. An information leaflet about Poinsettia was produced and distributed to florists and retailers. A series of YouTube films was produced. During the sales period in November/December, 6 Poinsettia growers will inform consumers about handling and care of poinsettias. Together with Euroflorist, a Poinsettia day activity will take place.

In Norway, the board of the poinsettia growers together with Opplysningskontoret for blomster og planter (OBP) decided to have a focus on press releases and a press event. They invited journalists (TV, radio, magazines and newspapers) to a press meeting. Norway’s most famous florist presented ‘different ways to decorate with Poinsettias for Christmas’. During the meeting at the beautiful old castle of Akershus, Oslo, poinsettia varieties were displayed and the story of Poinsettia (Poinsettia day, breeding, care tips etc.) was told. Each of the journalists took home a beautiful Poinsettia sponsored by the Norwegian Poinsettia growers. In December, OBP will send out press releases to short term media. Already in July, the long lead media such as womens magazines received a press release.

In Finland, Kauppa sent out press releases in 3 waves, to about 500 dailies, magazines, www-sites, radios and tv channels. On 25th November, in Helsinki, a press event took place. The Finnish Master 2010 in flower design showed the many faces of poinsettias in the event “50 years Poinsettia”. About 30 journalists took part. For promotional activities at point of sale, about 4.000 posters for retailers were produced and distributed through wholesalers. In addition, a consumer information brochure was printed.

The UK campaign, which this year will focus on trade promotion with low level consumer activity, kicked off in October with double page features in Florist & Wholesale Buyer and Garden Trade News, the leading trade magazines for florists and garden centres.
Poinsettias also made their debut at Bloom, two trade shows for florists and garden centres in September and October and were featured in the Christmas demonstrations as a must stock plant.
In December the focus will be on Poinsettia Day as well as features in the Waitrose Weekend magazine which is circulated to 400,000 consumers.

In Germany, point-of sale material including banners, stickers and folders has been developed for retail gardeners, florists and garden centres. This includes acquisition material for business clients with a step-by-step procedure on how to address potential clients as well as care tips.