The Lindeman’s Open Garden experience, held as part of Canberra’s annual Floriade event, has taken out the prestigious gold medal at the ninth annual Ex-Awards held on Monday, May 16 in Chicago, USA, beating Tourism Australia’s ‘Oprah’s Ultimate Australian Adventure’.
The International Ex-Awards recognise the best in experiential marketing and Lindeman’s Open Garden triumphed in the Best Single Venue/Market Event (Consumer) category.
The activation, held in partnership with Sydney-based experiential marketing company Traffik, was launched in September 2010 at Floriade, Australia’s largest flower show in Canberra, and was again featured at the Melbourne International Flower and Garden Show earlier this year.
Kristy Hinze at Canberra’s Floriade enjoying the Open Garden.
Nominated for delivering a unique experiential property driving awareness and stimulating trial of the Lindeman’s Early Harvest and Sweet Seasons range, the Open Garden saw over 40,000 people enjoying the activation at its Floriade debut. It also received extensive media coverage with a sales increase throughout the event. Furthermore the Lindeman’s brands saw an uplift of off-site sales to more than 20% at certain local independent liquor outlets.
Visitors to the Open Garden were able to get hands-on experience with renowned gardener Meredith Kirton and TV Chef Dominique Rizzo with cooking and gardening demonstrations while an 18-metre cellar door provided a place to relax and enjoy the wines. A key visual feature to the Open Garden was a six-metre hanging basket tree where visitors were able to showcase their own floral displays in a Hanging Basket Competition which ran throughout the festival.
“We’re thrilled with the success of the Lindeman’s Open Garden,” said senior brand manager, Tasha Harp, adding that she was thrilled to receive the call about the win. “We wanted to create a space where visitors not only had the opportunity to relax and enjoy the sights and sounds of the show but also had the chance to try the entire Lindeman’s Early Harvest and Sweet Seasons range,” she continued.
The award-winning Open Garden will again feature at Floriade in Canberra from 17 September to 16 October, 2011.