Client: ID Landscaping x STEM Landscape
Type of project: Event campaign on social media
The Melbourne International Flower and Garden Show has over 100,000 visitors every year. For a small business, the opportunity that MIFGS presents is immeasurable, but the effort required is equally huge.
Insert Play Lunch! We wanted to take our social media audiences on a journey; from the planning stage, to the pre-construction, to the build-on-site process right through to the competition results. We positioned the team as experts, established their design ethos and showcased the team as people, so our audience could connect with their personality, knowledge and passion.
The identity
We created a sophisticated visual identity for their garden. Based on the concept’s celebration of nature’s hidden world, we incorporated a ‘window’ to the layout, which gave us dynamic compositions and was also a very useful graphic asset for teasers and highlights.
Our project is golden
Sweeping the competition with five awards, including the coveted City of Melbourne Award of Excellence for Best in Show, we were super lucky and extremely proud of having played a small part in this year’s Melbourne International Flower and Garden show alongside our superstar landscape clients.
Business challenge: ID Landscaping and STEM Landscape are two small businesses who turned to Play Lunch for some marketing support in the lead up to exhibiting at the 2024 Melbourne International Flower and Garden Show.
Play Lunch solution: We took the reins, from developing the event identity, campaign strategy, content development, post creation and scheduling to maximise engagement every step of the way.
Results: The garden took home the most awards in MIFGS history. And digitally, their profiles grew by 20% — not bad!