Black Diamond initiated this project to bring the Great Outdoors of the USA and its proximity to urban gateways to life. The first ‘Great Gardens of the USA’ were implemented in 2015 with two show gardens. Following a successful inaugural event, 2016 saw this extended to three exhibitors and 2017 will welcome three more. Each garden showcases key elements of the destinations bringing them to life for the 140,000 visitors to the show. Black Diamond delivers creative material giveaways, organises competitions, coordinates social media, interviews, press and VIP events, and a visit from HRH Camilla, Duchess of Cornwall.
A robust PR and communications plan, including press releases, social media, reader competitions, interviews, television coverage on the BBC and ITV1, as well as press day event activity on the gardens, generated coverage EAV in excess of $15 million.