I devised and ran the Chelsea Flower Show sponsorship for Brewin Dolphon

1. RHS Chelsea Flower Show 2022
PR Coverage Report
Prepared for Brewin Dolphin by Camarco

2. Overview of activity: Context
Brewin Dolphin returned to RHS Chelsea
Flower Show with the very first show garden
based on a brownfield site – demonstrating
how something inherited can blossom to
become even more valuable for the next
generation through careful stewardship and
custodianship.

3. Overview of activity: Brief
The sole objective set to Camarco was to
generate maximum coverage for the garden
on the opening press day in national media.

4. Overview of activity: What Camarco did
Extensive planning over the course of 6 months went
into executing the best possible photo moment for the
garden in order to achieve maximum coverage on press
day.
Camarco presented a number of creative concepts, with
the eventual idea of a mother and daughter
performance that would dramatise the narrative of the
passing down through generations taken forward.

5. Camarco subsequently liaised with numerous
stakeholders including a creative producer, the garden
designer, a florist, costume designer, the RHS press office
and the Brewin internal events team to coordinate the
final look and feel and creative expression.
To support the activity Camarco negotiated a free
competition placement opportunity with The Times+
comprising an online competition page and three press
ads running in print.
Overview of activity: What Camarco did

6. Camarco produced the following assets to help maximise
coverage:
• 3 press releases
• Press Pack
• Photography Brief
• Photo call moment caption
• Key messages for the garden designer
Overview of activity: Assets produced

7. Project overview in figures
• 37 pieces of coverage
• 6 National
• 2 Consumer
• 5 Broadcast
• 11 Regional
• 3 Wealth Management Trade
• 9 Gardening Trade
• 1 International
• Total Reach: 153,613,932
• 145,770,389 National
• 10 press secured for hospitality day
• 7 Nationals
• 3 Consumer
• Free competition promotion secured
• 1 Online Feature
• 3 Print Ads
KPIs: 2-3 pieces of national (print or online) | 2-3 pieces of consumer magazine (print or online)

8. Press coverage moodboard

9. Pre-Event Coverage
Camarco drafts and distributes press release announcing Brewin Dolphin’s return to the RHS Chelsea Flower Show

10. The Telegraph
Date: 12 January 2022
Link
“
“

11. IFA Magazine
Date: 11 January 2022
Link

12. The WealthNet
Date: 12 January 2022
Link

13. MandyCanUDigIt
Date: 11 January 2022
Link

14. British Association Landscape Industries
Date: 12 January 2022
Link
“
“

15. Woman’s Weekly
Date: 20 April 2022

16. BBC Radio Gloucestershire
Tuesday, April 24,
Date: 24 April 2022
Paul Hervey-Brookes is interviewed about the garden, referencing Brewin Dolphin

17. The English Garden
Date: 20 May 2022
Link

18. Times Promotion
Camarco negotiates a free competition promotion along with 3 free press ads in The Times to win tickets to RHS Chelsea

19. The Times+ Competition
April 2022

20. The Times+ Competition
April 2022
PRINT
-
10
April
2022
PRINT
-
4
April
2022
PRINT
-
3
April
2022

21. May 2022
Camarco organises and orchestrates the photocall moment for the RHS Chelsea Flower Show press day

22. National & Consumer Coverage (Print & Broadcast)

23. The Evening Standard
Date: 23 May 2022
Link

24. The Independent
Date: 23 May 2022
Link
Syndicated in:
The Belfast Telegraph, Express & Star, The Northern Star, The Winsford Guardian, Central Fife Times, Stirling
News, Indy100, Darlington & Stockton Times, Eastern Daily Press, and Western Daily Press

25. The Times
Date: 24 May 2022
Link

26. The Express
Date: 24 May 2022
Link

27. Yahoo!
Date: 23 May 2022

28. Good Homes Magazine
Date: 23 May 2022
Link

29. BBC Two
Date: 23 May 2022 – Monty Don walk through and explanation of garden
RHS Chelsea Flower Show
Monty Don and Joe Swift launch BBC Two’s coverage of
the RHS Chelsea Flower Show 2022, joined by their
regular team of gardening experts. They explore the 39
inspirational gardens on offer, as well as the immaculate
displays of growers in the Great Pavilion.
Link
(available for 11 months)

30. BBC Two
Date: 27 May 2022 - Nikki Chapman interviews Paul about the garden
RHS Chelsea Flower Show
Celebrating a glorious week at RHS Chelsea, Angellica
Bell and Nicki Chapman are joined by Simon Lycett.
Link
(available for 11 months)

31. House Beautiful
Date: 27 May 2022
Link

32. Additional Coverage
Camarco generates further coverage from the press day photo moment, interviews with Paul and press pack distribution

33. Irish Examiner
Date: 23 May 2022
Link

34. LBC
Date: 23 May 2022
Link

35. BBC Radio Gloucestershire
Date: 23 May 2022

36. The WealthNet
Date: 23 May 2022
Link

37. Shoot Gardening
Date: 23 May 2022
Link

38. Cotswold Life
Date: 24 May 2022
Link

39. Gardens Illustrated
Date: 24 May 2022
Link

40. The Chatty Gardener
Date: 24 May 2022
Link

41. HortWeek
Date: 24 May 2022
Link

42. Landscape and Amenity Product Update (LAPU)
Date: 24 May 2022
Link

43. BBC Radio Foyle
Date: 28 May 2022

44. Press Hospitality Day
Camarco secures journalist attendance for a breakfast and evening drinks hospitality reception

45. Press Hospitality Day
• Simon Read, Acting City Editor, The Sun
• Kirsty Hickey, Business Producer, Sky News
• Katherine Denham, Money Reporter, The Times
• Jessie Hewitson, Deputy Money Editor, The Times (incoming Business
and Money Editor at The i)
• Tanya Jefferies, Investing & Pensions Editor, Thisismoney
• Sarah O’Grady, Social Affairs Correspondent, Daily Express
• Rachel Rickard Straus, Deputy Personal Finance Editor, Mail on Sunday
• Ali Hussain, Chief Money Reporter, The Times
• Emilie Martin, Consumer Affairs Director, Hearst / Good Housekeeping
• Joanne Finney, Senior Consumer Editor, Hearst / Good Housekeeping

46. Thank You
Prepared for Brewin Dolphin by Camarco