The Pennsylvania Horticultural Society — producer of the Philadelphia International Flower Show — has hired its first brand agency.
LevLane, a Philadelphia advertising agency, was hired after a three-month review that included six agencies, LevLane said.
The Flower Show, held each winter in the Pennsylvania Convention Center, attracted 265,000 visitors this year and has an annual estimated economic impact of $61 million.
LevLane has been hired to for what is being called “an organization-wide rebranding,” with promotional work to be placed on broadcast, print, outdoor, digital and social media. The budget for the work was not disclosed.
“They have the awareness. And they have all the ingredients to grow their love. This is a prominent Pennsylvania client with a regional footprint and aspirations that go way beyond that,” said Bruce Lev, executive creative director at LevLane.
Kate Wilhelm, senior vice president at the horticultural society, hinted that the campaign may stress issues that have been part of its 184-year history.
“Some of the concepts we’ve championed over our 184-year history, green ideas like sustainability and community gardens, are now societal essentials,” said Wilhelm, who was brought in a year ago after her tenure at the Fairmount Park Conservancy, a nonprofit that raises money for the park.
The society was founded in 1827 and claims to be the oldest and largest horticultural society in America.
LevLane, which is based in Center City and has offices in West Palm, Fla., and Atlanta, has a range of clients, including KFC/Taco Bell, Beneficial Bank, Kennedy Health System, Fairmount Park Conservancy and Center City District, among others.
Philadelphia Journal Business Journal: http://www.bizjournals.com/philadelphia/news/2011/10/28/philadelphia-flower-show-hires.html