No plant is more associated with a British Christmas than the poinsettia, and the UK market for it was worth £25 million. For Stars for Europe, we used International Poinsettia Day to build a broadcast PR campaign positioning the poinsettia as part of the traditional family Christmas and an ideal gift, for the dinner table or as splashes of colour around the house. The chairman of a flowers and plants association and a TV garden expert went on air in radio interviews, with on-air competitions alongside. The campaign secured 33 items of radio coverage, 14 interviews and 19 on-air competitions, reaching 4.6 million listeners, including BBC Radio Kent, BBC Radio Essex and BBC Radio Norfolk.
33Items of coverage (14 interviews and 19 on-air competitions)
4.6 millionCombined reach
3h 45mTime on air
Coverage highlights
BBC Radio KentBBC radio
BBC Radio EssexBBC radio
BBC Radio NorfolkBBC radio
BBC Radio Three CountiesBBC radio
BBC Radio SuffolkBBC radio
BBC Radio CambridgeshireBBC radio
BBC Radio CumbriaBBC radio
BBC Radio NorthamptonBBC radio
The story
Stars for Europe, Poinsettia Day
The aim
Stars for Europe wanted to raise awareness of the poinsettia and position it as part of the traditional family Christmas and an ideal Christmas gift.
The message
Poinsettias make the perfect Christmas gift and decoration, for the dinner table or as splashes of colour around the house. They have a long Christmas tradition and suit festive family rituals.
The angle
International Poinsettia Day shone a light on the plant most associated with a British Christmas. The UK poinsettia market was worth £25 million.
On air
The chairman of a flowers and plants association and a TV garden expert
The result
33 items of coverage (14 interviews and 19 on-air competitions) reaching 4.6 million, including BBC Radio Kent, BBC Radio Essex, BBC Radio Norfolk, BBC Radio Three Counties.
About Poinsettia Day
Poinsettia Day is marked on 12 December, the anniversary of the death of the American diplomat who introduced the plant to the United States. It began in the US and is promoted in Europe by the horticultural group Stars for Europe, who encourage giving poinsettias as Christmas gifts. For brands and charities with something useful to say, it gives radio and TV producers a timely reason to book an interview.
Planning Poinsettia Day for 2026?
Poinsettia Day next falls on Saturday 12 December 2026. Talk to the team about a broadcast PR campaign that gets your spokesperson on radio and TV.
