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

82% ABC1

£29 million spend at- and post-show in 2017*

73% Female 27% Male Average age of 55

Our 2017 Audience

55% of our visitors don’t attend any other gardening shows.

*Excluding show tickets, travel costs, parking and catering

Daily Visitor Figures

Thurs 20,000

Fri 21,000

Sat 26,000

Sun 26,000

Any day 6,000

Average HouseholdIncome of£47,000

99,000 Visitors

A marketing and PR reach of 6 million

GWL 2017What 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.’

Magazine26 years as market leading title1.2m readership 184k subscribers

TV Programme50 years as the nation’sfavourite gardening show2.7m viewers

Live Show99,000 visitors 25 year heritage

3m page impressions800,000 unique visitors

Online

The Brand Family

The largest in UK gardening

Core Demographics for Media Targeting

Affluent Pensioners• Aged 66+• Household Income £50k-

149k• Well-off retirees• Live in spacious detached

houses• Significant assets and

generous pensions

Showcase Gardeners• Aged 36-65• Household Income £70k+• Managerial Roles• Families with children• Live in detached houses in

better neighbourhoods• Technologically advanced

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.

Tribe 4:

Blue-blooded horticulturalists

Audience size: 3,695 52.5% female Largest age group: 25-34

Most instances of self-proclaiming gardening fanatics. Has most conversations around gardening, and a lower than average % of lurkers. Very high density (interconnected tribe)

Sphere of influence c 4.8 million

Tribe 1:

Green-fingered DIYers

Audience size: 5,304 62.5% female Largest age group: 25-34

Very likely to have ‘garden’, ‘gardening’ and ‘design’ in the bio. A DIY tribe (follows B&Q, Wickes, Wyevale). Low likelihood to affiliate with celebrities

Sphere of influence c. 750k

Tribe 2:

Grand garden designers

Audience size: 5,021 50.7% female Largest age group: 25-34Tribe with the most invested interest in gardening and garden design. 11x more likely to have ‘RHS’ in their bio. High likelihood to follow award-winning gardeners and gardening celebrities

Sphere of influence c. 5.9 million

Tribe 3:

50 shades of green

Audience size: 2,992 63.3% female Largest age group: 25-34

Tribe likely to consist of ’yummy mummies’- made up of older women. Follows ’more niche, homely’ brands, such as Farrow and Ball, White Stuff, Cath Kidston, not on the high street etc

Sphere of influence c. 350k

38.2k followers 17.6k followers 20.6k followers

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

Natalie CampbellSales ManagerNatalie.campbell@riverstreetevents.co.uk0203 405 4285

James BattyeSales Executivejames.battye@riverstreetevents.co.uk0203 405 4285

Contact

We have 25 years of experience in delivering successful activations for brands and would love to help you influence a key audience

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 events