The Colombian Association of Flower Exporters (ASOCOLFLORES) will introduced its brand “Flowers of Colombia”, which will be used to position Colombian flowers abroad. The new brand has been unveiled in Bogotá at Proflora 2017, one of the world’s largest flower trade show.
ASOCOLFLORES CEO, Augusto Solano, stated that “This brand will allow us to approach young people too. We face a challenge in terms of building long term relationships with consumers, clients and the younger generations. The world is changing and our industry is well known thanks to its entrepreneurship and innovation; but we must also be at the forefront in terms of the strategy and the message we want to deliver.”
“Flowers of Colombia” is based on diversity as one of the country’s greatest assests, which is present in our geography, our people, our fauna and flora, and of course in the 1,400 flower varieties that we commercialize each year. The slogan that will be used by the brand, i.e. “diversity that inspires”, takes seriously the challenge of competing abroad with a real and powerful message as the second largest flower exporter in the world.
Flowers of Colombia have lightened millions of homes abroad, transformed spaces and brought joy to special moments, while improving living conditions and wellbeing for more than 700, 000 persons who currently depend on the floriculture industry.
“With Flores of Colombia we aim to create new opportunities for flower consumption. We already have an established leadership in holidays like St Valentine’s and Mother’s Day, for which we are renowned in our markets. But we want consumers in our main markets to take our flowers home. We want to show them how to use flowers to transform their homes and offices; we want to create moving and inspiring experiences for them”, stated Solano.
This strategy will not only develop real experiences in the markets for Colombian flower producers, but it will also take over the digital arena through the launch of an agressive social media campaign which aims to bring adults and younger generations closer to flowers. You will be able to follow Flowers of Colombia through the following accounts:
Youtube: Flowers of Colombia
Flowers of Colombia will be present in Paris at the end of October to celebrate the Crossed Seasons Colombia- France with a floral theme; in Japan during November, for the happy married couple celebration, Flowers of Colombia will have a commercial strategy based on pink-colored varieties; and in the UK there will be a campaign in specialized media.
For the United States, which represents 78% of Colombian Flower sales, there will be a two-thronged approach: A campaign targeted to architects, florists and interior designers, through the Society of American Florists (SAF), which aims to demonstrate the importance of flowers for the transformation of spaces. And second, a campaign for clients, buyers and florists through U.bloom, with whom a series of 12 videos will be developed to demonstrate the culture of sustainability within the sector.
Solano added that “we are doing different things to achieve different outcomes. And we want to continue supporting our flower producers and more than 700,000 persons who benefit from this sector, through campaigns, fairs and exhibitions across the world.”