Newsletter July 2008
New Ellerslie International Flower Show brand wins prestigious industry award
Christchurch’s new identity for the Ellerslie International Flower Show
has already proven to be an award winner.
The re-brand and launch of the Ellerslie International Flower Show for
Christchurch competed with 120 entries (twice as many as last year) in
the NZ Gardener Marketing Awards as part of the Nursery and Garden
Industry Association’s annual conference. It won the Ces Wallis Cup for
the Best Marketing Campaign for the Ellerslie Experience, the exhibition
held in Christchurch’s Botanical Gardens to launch the new Ellerslie
brand.
The judges said the new brand was an “excellent example of taking a
brand look through a variety of materials”. It was a real pleasure to be
at the conference to receive the award and talk to the industry about our
vision to make Ellerslie one of the top five garden shows in the world.
As the award recognises, we have given Ellerslie a new personality with
the brightly coloured abstract flower icons; the brand celebrating
Christchurch’s rich cultural heritage and our Garden City image.
Christchurch’s Cultural Precinct partners have strongly got behind
Ellerslie this month, developing a number of floral-themed programmes
and events to stage during the five-day event.
The Christchurch Art Gallery will have several different exhibitions with
floral themes or elements, including works by one of New Zealand’s
best-known artists Rita Angus. Her portraits and landscapes – many
painted during the 1930s and 40s when she lived in Canterbury – are
both well-known and loved by New Zealanders.
The Gallery will also feature an exhibition celebrating the life, work and
personality of one of Christchurch and New Zealand’s finest architects –
Sir Miles Warren. With his sister and her husband Pauline and John
Trengrove, Sir Miles developed Ohinetahi, recognised as one of New
Zealand’s best formal gardens. The exhibition will explore his
architecture, garden design, drawings and watercolours.
COCA will host two exhibitions with a floral theme. The first will be the
Margaret Stoddart Prize – an award exhibition from the estate of
Canterbury’s leading flower painter. New Zealand artists will submit
works which depict the native flora of New Zealand. The exhibition runs
from 26 February to 15 March. The second is by artist Gill Gatfield who
will install a large canvas impregnated with grass which will grow during
the 20 days of the exhibition. Facing Gloucester Street, the exhibition
will be viewed 24/7.
Those climbing on board the historic Christchurch Tramway will be able
to enjoy delicious High Tea as they circumnavigate the inner city
through floral-themed streets. Passengers will be treated to a special
Garden City commentary as they dine on scones, club sandwiches and
sip their tea or coffee.
Canterbury’s Horticultural Society has also developed a programme of
Ellerslie Garden Tours. These will showcase a selection of the Garden
City and Canterbury’s award-winning and nationally significant gardens.
Half-day city and full-day country tours are planned, participants being
inspired by the sheer beauty of and creativity of local gardens while
enjoying some of Canterbury’s finest hospitality.
Nine tours are planned, from half-day City Courtyards, City Landmarks
and Country Splendour tours to a Twilight Tour and full-day High
Country, Country Classic and Gateway to the Country tours. There is
certainly plenty on offer to delight everyone from historic country
gardens to contemporary city courtyards.
Tickets for the Show went on sale this month, with good sales during
the first week. Check out the website for details
Those who purchase their tickets before 15 February 2009 will make a
20% savings on the full ticket price. The Early Bird Special is $28, with
ticket prices after 15 February 2009 being $35. There are special senior
citizens prices of $24 and group discounts for 20 or more of $22 before
15 February. Christchurch ratepayers are reminded they will be offered
a special ticket price of $22 in September.
Regards
BOB PARKER
MAYOR OF CHRISTCHURCH
