DETROIT – Florists’ Transworld Delivery Association is changing its colors a bit in a new $16 million-plus ad campaign via D’arcy, Masius, Benton & Bowles/Bloomfield Hills, Mich., that features professional florists rather than Merlin Olson.
Combating the loss of business to grocery, drug and convenience stores that have made floral arrangements a staple, the new campaign, which breaks this week, reaches out to consumers in their 20s and 30s in particular, stressing that a professional FTD florist is needed to make an appropriate statement with flowers.
With the theme, ‘We Get It Right,’ the campaign marks a return for FTD to high-profile TV programming such as ‘Entertainment Tonight,’ ‘The Today Show’ and ‘Good Morning America,’ as well a return to a spending level not realized in three years. FTD director of marketing services Cliff McComb said the effort is meant to take advantage of a growing sentiment industry that FTD’s membership has not fully capitalized on because of alternative distribution of flowers. ‘This year, we specifically want to point out why FTD is the best alternative for floral gifts and why consumers should buy from a professional.’
The campaign, McComb noted, does not feature branded floral arrangements, as has been the case for many years. Instead, the emphasis is on the FTD florists’ ability to custom-design arrangements.
The campaign also will appear on an extensive cable schedule, with print ads set for TV Guide, People, USA Weekend and Parade.
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