Fleishman-Hillard Vanguard has organized and provided PR support for an event celebrating the 50th anniversary of the chrysanthemum. The celebrations were initiated by the Flower Bureau of Holland which promotes and educates about flowers. The bureau conducts its work worldwide. In Russia the bureau’s PR support has been provided by Fleishman-Hillard Vanguard for 4 years. The purpose of this campaign is to focus Russians’ attention on flowers and generate greater interest in them.
In honor of the chrysanthemum’s 50th birthday a high-society reception was organized at ‘Polly Sad’ restaurant and attended by Russian show business stars and representatives of the flower industry. The celebration was hosted by Vladimir Tishko. Finalists of the September radio competition which was devoted to the chrysanthemum on “Mayak” radio station were the evening’s guests of honor. During the celebration visitors were treated to a master class given by a world famous floral artist and member of Alexander Bermjakov’s floral dynasty.
During the event the final of the «Search for the Golden Flower» competition took place. Finalists from the radio competition made small chrysanthemum flower arrangements in front of the audience under the supervision of Alexander Bermjakov. The winner, chosen after an audience vote, received the ‘Golden Flower’ prize – a pair of gold rings decorated with live chrysanthemums.