Description

Longwood Gardens already had the flowers. What they needed was a campaign that made people feel something before they ever stepped through the gates.

Inspired by the sensory overload of summer in bloom, this integrated campaign repositioned Longwood not simply as a botanical destination, but as an emotional escape – vibrant, immersive and almost cinematic in its ability to pull people out of everyday life and into color, texture and atmosphere.

The creative platform leaned into the idea that nature doesn’t just look beautiful at Longwood. It changes the way you feel. From playful, fashion-forward social executions to large-scale OOH and seasonal storytelling, the campaign invited audiences to experience summer as something expansive, restorative and alive.

And because no Longwood season is complete without its annual orchid spectacle, we treated the beloved exhibition as a cultural event in its own right. The kind of recurring attraction that brings plant lovers back year after year in the same way tulips draw travelers to Denmark.

The result was a richly layered seasonal campaign spanning digital, social, experiential and print – designed to turn casual visitors into repeat guests and lifelong fans of the gardens.

Campaign Highlights
– Integrated seasonal campaign spanning OOH, digital, social and print
– Positioned Longwood Gardens as an immersive lifestyle destination, not just a tourist attraction
– Developed concepting, messaging and creative direction across multiple seasonal executions
– Created attention-grabbing social storytelling designed to drive urgency and ticket sales
– Elevated the annual Orchid Extravaganza into a must-see marquee seasonal event
– Helped generate 8M+ impressions across digital, social and OOH
– Contributed to a 17% increase in summer attendance year over year
– Increased Instagram engagement by 38% during the campaign period
– Supported one of Longwood Gardens’ highest-attended summer seasons