FTD Sends Out Valentines

W.B. Doner & Co. is breaking new print ads for Florists’ Transworld Delivery in conjunction with Valentine’s Day, one of the biggest sales opportunities for florists.
A full-page four-color ad appears in today’s USA Today with the headline, “Don’t wait until Saturday to say I love you,” to encourage people to place orders early, perhaps for a surprise delivery at the office during the week.
Since Valentine’s Day falls on a Saturday this year, florists are anticipating a huge weekend rush and are trying to divert some of that business to earlier in the week, said Greg Gerfen, management supervisor heading the FTD account at Southfield, Mich.-based Doner, which won the estimated $16 million account last June.
Another one-page ad appears in this week’s Sports Illustrated, using a sports theme. The tongue-in-cheek headline reads, “Romance is a contact sport. You’d better know the X’s and O’s.” The ad promotes the Kisses & Hugs Bouquet, which features a vase decorated with X’s and O’s and is targeted to male football fans, Gerfen said.
A one-page national ad broke Feb. 8 in Parade and USA Weekend magazines with the headline, “Blushing can best be described as the exact moment when an emotion is in full bloom.” Depending on the market, it was coupled with either a full-page or half-page ad through the FTD Co-op ad program, allowing local florists to list their locations.
The tagline introduced last fall for the Downers Grove, Ill.-based company continues: “Some of life’s best moments come FTD.”