David Austin Roses.

RHS Chelsea Flower Show isn’t just one of the highlights of the horticultural calendar – it’s a globally renowned, fiercely competitive stage where the world’s leading growers, designers and brands fight for attention. Months, even years, of planning go into this moment. Media outlets from around the world descend on the showground, meaning every brand is battling for column inches and airtime.

For David Austin Roses, the stakes in 2025 were higher than ever. This wasn’t just another rose launch – it was the unveiling of The King’s Rose, the brand’s most prestigious variety to date, bred in collaboration with The King’s Foundation in honour of His Majesty King Charles III.

But that wasn’t the only challenge. With strict NDAs, sensitive approval processes, and high-profile stakeholders involved, secrecy was paramount. Every element of the campaign had to be carefully choreographed for maximum impact, balancing the need to build anticipation while keeping key details under wraps until the official reveal. We couldn’t share the full story too soon, yet we needed to generate buzz and secure high-impact media opportunities in advance – all while navigating complex layers of approvals and ensuring precision in both messaging and execution.

Fortunately, the David Austin Roses team knew where to turn for support with such a significant launch. We already had experience of supporting David Austin Roses at the show in 2019, where we launched Eustacia Vye and Gabriel Oak, from its English Rose Collection. So when it came to unveiling this very special rose, they knew they could trust us to deliver.

The brief? Deliver a campaign befitting for such a historic launch… and, as CEO David J.C. Austin put it, “We’d like coverage on the BBC, please.”

It’s a good thing we like a challenge!

• Gain broadcast coverage on BBC One’s RHS Chelsea Flower Show programming
• Secure an exclusive editorial feature in a top-tier consumer magazine
• Drive widespread national and consumer coverage of the new rose
• Tell the rich story of the brand and convey key messaging shared by David Austin Roses and The King’s Foundation
• Deliver a standout presence at RHS Chelsea to drive footfall and create a buzz on the David Austin Roses stand

BBC Coverage
First on our agenda was the big one – gaining coverage on the BBC. After many months of secret conversations, pitching, negotiating and coordinating, we secured the opportunity to welcome the BBC to David Austin Roses’ Shropshire headquarters. The crew joined us for a full day filming, where they captured the company’s rich heritage, breeding process, and behind-the-scenes story of The King’s Rose, interviewing David Austin and Head Breeder Daniel Myhill.

This intimate portrait would form the backbone of the RHS Chelsea Flower Show launch segment on BBC One, which aired during prime time. From managing onsite logistics and briefings, to supporting with imagery and the final edit, we ensured the VT featured all of the key messaging we wanted to convey.

The cherry on the cake? We also facilitated additional filming from the David Austin Roses stand at the show, with anchor presenters Adam Frost and Sophie Raworth joining David Austin on the stand to officially unveil the rose in the heart of the immersive, secret garden-inspired display.

Exclusive with Country Living
To complement the broadcast coverage, we secured an exclusive with platinum-tiered target title, Country Living. After arranging an interview with David Austin, we worked closely with the editorial team to manage approvals from both The King’s Foundation and David Austin Roses, maximising messaging and exposure throughout the piece.

The online exclusive was carefully timed to go live immediately following the BBC segment, and was followed by an in-depth print feature in the July issue, placing The King’s Rose into the hands of the brand’s loyal lifestyle readership and helping extend the campaign’s reach beyond the show week.

Press Office and Media Relations

Of course, we knew media interest would be mammoth following the BBC launch and Country Living exclusive, so we put an extensive PR strategy in place to manage and maximise the opportunity.

We launched an extensive media relations campaign targeting national newspapers, consumer titles, TV and radio, and content creators. Pitches were tailored to previous Chelsea writers, royal correspondents, and gardening specialists, ensuring all relevant writers received the news.

A series of press releases, including a teaser announcement, the big reveal, a medal win release, and an inspirational “Get the Chelsea look” piece, were drafted, approved and ready to go right on queue, freeing our team up to handle the huge amount of requests and enquiries that were bound to come in.

Press Event
To crown the activity, we hosted a press hospitality event during Press Day at the David Austin Roses stand. A hand-painted invitation commissioned to artist Matthew Rice was posted to our carefully compiled guest list, complete with a spritz of rose perfume from David Austin Roses. On the day, guests were treated to refreshments provided by Raymond Blanc’s Le Manoir aux Quat’Saisons, featuring pink and white-themed macarons and meringues – a thoughtful detail which elevated the experience.

It’s safe to say that our quest to launch The King’s Rose was a success. The campaign exceeded all expectations, delivering powerful exposure for The King’s Rose and securing its place in the spotlight during Chelsea week and beyond.

The extended BBC One segment, which was over five minutes long, showcased the company’s unique heritage and beautifully illustrated the passion and expertise of the company and its people to millions of viewers.

Not only did we secure a feature on the BBC One Launch Show, we generated over 340 pieces of coverage (and it’s still rolling in!), and secured 34 additional TV appearances.

The total campaign reach was a staggering 158.2 million, with 32% of all coverage appearing in platinum or gold tier publications. In addition, we delivered 36 backlinks, bolstering online visibility and SEO impact, and driving customers straight to the David Austin Roses website.

The online and print exclusives with Country Living offered an editorial deep dive, while features with the likes of Gardens Illustrated, Forbes, The English Home, House Beautiful, Homes & Gardens, The Telegraph, Tatler, Livingetc, and The Times delivered premium, storytelling-led coverage.

Meanwhile, our press event created a real-life buzz on the stand, giving media contacts, content creators, and celebrities a memorable experience and first look at the rose. Over 60 top-tier journalists, influencers and content creators attended the event. We also welcomed a host of VIPs and celebrities to the stand during the show, including David Beckham, and had the huge honour of receiving Their Majesties King Charles III and Queen Camilla, who were snapped proudly wearing the rose around the show grounds.

But the biggie? By Friday, just five days after its launch on the BBC, the King’s Rose had officially sold out – a record-breaking result for David Austin Roses!