Stars Unite Europe

Under the banner of ‘Stars Unite Europe’, this 2021-24 EU campaign aims to promote and secure the long-term future of poinsettia sales in Europe. Modern cultivated poinsettia plants, sometimes known as Christmas Stars, are a shining example of European horticultural progress. A combination of measures will comprise classic PR, digital marketing and various promotional activities as well as industry communication, activation and quality assurance. Measures are taking place in seven EU countries with goals and key messages carefully defined to suit the relevant target groups: journalists, influencers, the green industry and retailers, eventually reaching two core groups of end-consumers who are at life stages where marketing measures can best take hold. The first is 50 to 65-year olds (‘New Life Builders’), who have reached a stage of restructuring life as their children have left home or they’ve come to the end of their working career. This group is important as they must become the future frequent buyers of over-65s. The second target group is 25 to 35-year olds (‘Family or Career Builders’), who have also reached a stage of reorienting in life, having either embarked on a professional career, started a family or both. In order to secure long-term sales, activities are aimed at improving public perception of the poinsettia - focusing on its durability and image, as well as strengthening its traditional link with Christmas, the most important European holiday. This strategy involves promoting the modern European poinsettia’s quality, durability and versatility. The campaign is built around a foundation of target-specific topics, images, texts, videos, websites, layouts, social media presence and point of sale materials. These resources are spread through country-level communication with trade, media and direct-to-consumer channels, with various supplementary measures for individual countries such as media collaboration, events and promotional activations.