Blooming good win for Prohibition

Integrated PR and Social Media specialist, Prohibition, has further bolstered its client roster after being appointed by Interflora – the world’s largest independent floristry network.

The first communications activity Prohibition will initiate will be to support Valentine’s Day; one of the brand’s key annual sales periods, and will support its positioning statement “brought to you by Interflora”.

The fully integrated “Verses for my Valentine” campaign – which launched on February 2 – is focusing on the emotive power of words when it comes to a romantic occasion, and the importance of getting this right.

Spanning a variety of media channels, Prohibition’s activity will include social media engagement, traditional media relations, SEO, bespoke blogger and influencer relations, as well as a series of strategic content marketing initiatives, underpinned by a dedicated campaign microsite.

The team has also recruited a number of influential authorities on romance to back the campaign, including award-winning TV psychologist and relationship guru Emma Kenny, who will front the initiative, appearing online, as well as in radio and TV activity.

Prohibition’s work has already included the creation of a dedicated content site, as well as a blogger challenge.

Brand manager at Interflora, Bethany Day, said: “At Interflora we are passionate about bringing delight to every recipient of flowers and we truly feel that those truly special and personal messages can make that special moment even more extraordinary.

“We all felt that Prohibition’s expertise and detailed knowledge of integrated campaigns made them the number one choice to deliver a campaign of this magnitude.”

Chris Norton, founder and managing director of Prohibition, said: “Everyone in the industry now knows that public relations is no longer just about media and stakeholder relations and the world has moved on.

“We are delighted to be helping Interflora deliver this programme promoting the power of words as we believe many people have lost that magic ability of writing something meaningful.

“This exciting campaign has many different important elements and we are thoroughly enjoying delivering it. It has required careful military style planning but we love rising to a challenge.”

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