A Slice of Calm in King’s Cross
To raise awareness for this new and exciting gardening destination, we created the ultimate consumer activation – bringing ‘My Garden Escape’ to busy and bustling Kings Cross station, quite literally offering an escape from the hectic surroundings of London.
Guests were invited in to unwind, learn and relax, discovering more about QVC as they made their way through, interacting with QVC gardening experts Emma Real-Davies and Michael Perry, or enjoying the highlights reel playing at all times, educating on My Garden Escape.
Designed by brilliant QVC gardening expert Mark Lane, the garden used all 3 garden and planting design principles – balance, composition and repetition. From the carefully thought out purple, orange and red flowers to the way the circular seat is flanked on both sides by long raised containers. The scent of lilies and lavenders also filled the space, drawing people in to explore the beautiful plants (from Thompson & Morgan, all available at QVC of course), including this year’s RHS Chelsea Flower Show ‘Plant of the Year’.
Naturally, not all busy commuters have time to lounge calmly in an egg chair before their train, so we also engaged passers by through giving out wildflower seed packets, which shared key information on My Garden Escape and encouraged app downloads with an exclusive 20% off code.
Over the two days we distributed 7,000 seed packets and welcomed over 3,000 consumers inside the activation, and most importantly had countless quality conversations about QVC’s gardening offering, engaging keen gardeners and novices alike.