We created ‘The Party Garden’ - a TV series that tells the stories of six Aussie outdoor entertainers, six parties, and six simple garden makeovers.The series shows our outdoor party-lovers how to create a space for kids’ party games, grow fruit for their favourite cocktail and create a perfect atmosphere for an outdoor dinner party.Yates’ products were integrated at every step.With a production partner on-board we took our idea to The LifeStyle Channel and negotiated a primetime slot.The fully integrated campaign included:- TV promotional spots including 90-second episode cut-downs to extend TV reach- Advertorials in magazines Yates never had ‘permission’ to be in previously, including Madison and OK!- PR to drive ratings and exploit the newsworthiness of the campaign - A launch event to excite trade and media- A retail promotion to drive sales- Online for information and to stimulate word-of-mouth

Suddenly gardening meant something to our mums and dads.

The show had a cumulative audience age 25-54 of 250,000 and the campaign had a total reach of 5 million+ people.Of those who watched the show, 67% were more likely to ‘give gardening a go’ and 74% were inspired to entertain in their garden.An investment of AUS$ 870,000 yielded $2.5 million in media and PR value and regular LifeStyle viewers who said they had bought a Yates product in the previous three months grew by over 60%, from 29% in 2008 to 47% in 2009.It seems everyone loves a garden party!