1-800 FLOWERS launches first-ever documercial during 1995 holiday season; "Fresh Flower Half Hour" highlights expertise, creative talent and history of 1-800-FLOWERS in lifestyle "how-to" format.WESTBURY, N.Y.--(BUSINESS WIRE)--Dec. 4, 1995--1-800-FLOWERS today announced the introduction of a major advertising initiative -- their first-ever documercial -- which will break on Monday, December 4th. The half-hour television program profiles the operations of the company, highlights its expertise in the expression of sentiment and addresses floral flo·ral adj. Of, relating to, or suggestive of a flower: a fabric with a floral pattern. flo care and handling as well as home decor. The "Fresh Flower Half Hour" will be launched in time for Christmas, which is quickly becoming one of the biggest flower-buying holidays of the year. The documercial will run as an initial test on network affiliates in three markets (New York New York, state, United States New York, Middle Atlantic state of the United States. It is bordered by Vermont, Massachusetts, Connecticut, and the Atlantic Ocean (E), New Jersey and Pennsylvania (S), Lakes Erie and Ontario and the Canadian province of , Phoenix and San Antonio San Antonio (săn ăntō`nēō, əntōn`), city (1990 pop. 935,933), seat of Bexar co., S central Tex., at the source of the San Antonio River; inc. 1837. ) prior to a national rollout. The program is part of 1-800-FLOWERS' $30 million marketing efforts. "Because we recognize that the floral retail business is about personal interaction and emotional connection, we've developed a hybrid of an infomercial in·fo·mer·cial also in·for·mer·cial n. A relatively long commercial in the format of a television program. [info(rmation) + (com)mercial.] Noun 1. , documentary and 'how-to' program that relates to our customers in a totally unique way," said Cecily West, Director of Marketing, 1-800-FLOWERS. "Customers learn as much about our company as they do about our product, so that they are more comfortable with making purchase decisions." The half hour program, takes a behind-the-scenes look at the world's largest florist. Viewers learn about Floraversity, the training program that all employees are required to participate in. It also explains the full scope of the company's care and handling process -- from sourcing, to the ten step freshness care system used when preparing flowers -- and it addresses the emotional nature of sending flowers. In addition, "The Fresh Flower Half Hour" incorporates "how-to" tips on decorating with flowers with 1-800-FLOWERS experts. The documercial includes four two minute direct response spots which feature a unique holiday product -- a holiday flower tree arrangement. "We wanted to create a program that was entertaining and informative, but that could also demonstrate 1-800-FLOWERS' superior product and expertise," said Joe Tantillo and Lydia Malcolm. Tantillo and Malcolm are the copywriter and art director from McCann-Erickson New York responsible for creating the documercial. "We tried to give consumers an overall feel for the company by showing what makes 1-800-FLOWERS a leader in the floral industry Floral industry is one of the major industries in many developing and underdeveloped countries. Floriculture as an industry began in the late 1800s in England, where flowers were grown on a large scale on the vast estates. -- from operations to charity work -- and provide viewers with fun and useful information on flowers." 1-800-FLOWERS is the world's largest florist and the only florist to guarantee the freshness of its floral arrangements for one week. All products are also backed by a 100% customer service guarantee. Customers can purchase 1-800-FLOWERS by visiting one of the company's 150 retail stores, calling 1-800-FLOWERS (1-800-356-9377) 24 hours a day, 365 days a year, or via an online service such as the Internet (http:\\www.800flowers.com), America Online See AOL. (keyword:flowers), eWorld (shortcut (1) In Windows, a shortcut is an icon that points to a program or data file. Shortcuts can be placed on the desktop or stored in other folders, and double clicking a shortcut is the same as double clicking the original file. :flowers), and CompuServe(GO FRESH). 1-800-FLOWERS is headquartered in Westbury, New York Westbury is a village in Nassau County, New York in the United States. The population was 14,263 at the 2000 census. The Village of Westbury is in the Town of North Hempstead. . CONTACT: DeVries Public Relations public relations, activities and policies used to create public interest in a person, idea, product, institution, or business establishment. By its nature, public relations is devoted to serving particular interests by presenting them to the public in the most , New York Ami Snyderman, 212-891-0465 or McCann-Erickson, New York Susan Irwin, 212-984-3004 |
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