NEC Birmingham from 14th - 17th June 2018 - Gardeners' World Live
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NEC Birmingham from 14th - 17th June 2018.
BBC Gardeners’ World Live and BBC Good Food Show
Summer co-locate at the NEC Birmingham attracting
99,000 visitors. The event is one of the largest consumer
shows in the UK.
Part of the biggest brand in UK gardening, Gardeners’
World Live and its brand family have a huge impact on
the gardening community.
BBC Gardeners’ World attracts an audience passionate
about gardening and all things floral. Visitors come year
after year for expert advice and both inspiration and
practical tips to influence the development of their own
spaces.
At a peak time in the gardening calendar consumers
spend in the region of £30m at and post event.
Booker data, Serendipity2
Our 2017 Audience
55% of our visitors don’t attend any other gardening shows.
Daily Visitor Figures
Thurs 20,000
Fri 21,000
Sat 26,000
Sun 26,000 82% ABC1
A marketing
Any day 6,000 £31.8 million spend at- and PR reach
and post-show in 2017* of 6 million
Average
Household
Income of
£50,000
99,000 70% Female 30% Male Average age of 50
Visitors
*Excluding show tickets, travel costs, parking and catering
GWL 2017
What our visitors say…..
• ‘It is the best gardening event of the year.’
• ‘A fantastic day with such a wide variety of gardening ideas. A
real eye opener to the variety of flowers and plants it has given
me more confidence to widen what I plant and where to plant in
my own garden which is my main aim to be more creative and
confident when gardening.’
• ‘Innovative, exciting, enthralling, sociable and a must see.’
• ‘The ultimate place to see anything and everything gardening
related.’
• ‘Attended a couple of garden shows already this year and this
was the one that I feel I'm most likely to return to in future
years. Well laid out, easy to travel through site. Well done
Gardeners World.’
• ‘It is a show that every gardener must not miss.’
The Brand Family
The largest in UK gardening
Live Show
99,000 visitors
TV Programme
25 year heritage
50 years as the nation’s
favourite gardening show
2.7m viewers
Online
Magazine 3m page impressions
26 years as market leading title 800,000 unique visitors
1.2m readership
184k subscribers
Core Demographics for Media Targeting
Affluent Pensioners Showcase Gardeners
• Aged 66+ • Aged 36-65
• Household Income £50k- • Household Income £70k+
149k • Managerial Roles
• Well-off retirees • Families with children
• Live in spacious detached • Live in detached houses in
houses better neighbourhoods
• Significant assets and • Technologically advanced
generous pensions
Our Social Following
As digital activity now forms an important route to attracting a core audience our reach and following are impressive. Our activity is highly engaging and
content driven like our events.
38.2k followers 17.6k followers 20.6k followers
Tribe 1: Tribe 2: Tribe 3: Tribe 4:
Green-fingered DIYers Grand garden designers 50 shades of green Blue-blooded horticulturalists
Audience size: 5,304 Audience size: 5,021 Audience size: 2,992 Audience size: 3,695
62.5% female 50.7% female 63.3% female 52.5% female
Largest age group: 25-34 Largest age group: 25-34 Largest age group: 25-34 Largest age group: 25-34
Tribe with the most invested
Very likely to have ‘garden’, interest in gardening and Tribe likely to consist of Most instances of self-
‘gardening’ and ‘design’ in the garden design. 11x more likely ’yummy mummies’- made up proclaiming gardening
bio. A DIY tribe (follows B&Q, to have ‘RHS’ in their bio. of older women. Follows fanatics. Has most
Wickes, Wyevale). Low High likelihood to follow ’more niche, homely’ brands, conversations around
likelihood to affiliate with award-winning gardeners and such as Farrow and Ball, gardening, and a lower than
celebrities gardening celebrities White Stuff, Cath Kidston, not average % of lurkers. Very
on the high street etc high density (interconnected
Sphere of influence c. 750k Sphere of influence c. 5.9 tribe)
million Sphere of influence c. 350k
Sphere of influence c 4.8
million
Brand Impact
We have helped deliver successful bespoke campaigns for many
brands over the years. We have worked with leading garden product
manufacturers and retailers, garden centres, tourism agencies,
household brands, cars and technology manufacturers and many
more…
BBC Gardeners’ World Live is rich in editorial content that offers huge
opportunities for brands to associate themselves with the biggest
brand in UK gardening.
Depending on objective and budget there are many editorial assets
brands can invest in and make an impact by being part of:
• The Floral Marquee
• The Show Gardens
• BBC Gardeners’ World Theatre
• The Demo Bench
• Gardeners’ Restaurant/ English Tea Garden
• Demo Features
• VIP/ Luxe Lounges
• Bespoke platforms
2018 Floorplan
Contact
Tanika Facey
Sales Manager
tanika.facey@riverstreetevents.co.uk
0203 405 4285
Sarah Beaman
Sponsorship Manager
sarah.beaman@riverstreetevents.co.uk
James Churchman
We have 25 years of experience in delivering Sponsorship Executive
successful activations for brands and would james.churchman@riverstreetevents.co.uk
love to help you influence a key audience 0203 405 4285
For more information please don’t hesitate
to get in touch.
We look forward to working with you.
*Infographic taken from Facetime.org, research on the power of live eventsYou can also read
