Have an account? login. Don't have an account? Create an account for free for unrestricted access.
FMBX News
Posted: Aug 24, 2011
Banrock Station grows its image in Westfield
An interactive billboard has appeared at Westfield London shopping centre that uses 800 wildflowers from 14 species to promote Banrock Station’s new special edition wines. Shoppers can help to water the flowers using a nearby pump.
Banrock Station has a history of connecting with the environment through its marketing, including wetland sponsorship in Australia and an Eden Project association in the UK in recent years. In this project sales of the wine will help raise £30,000 for Natural England to spend on their National Nature Reserves to help protect and enhance wildflower meadows across Britain.
Kate Thorn, environment manager at Banrock Station told press: “We're always keen to support projects that share our philosophy of enhancing the natural environment and giving something back to nature.”
The ‘living billboard’ took two months to grow, 12 hours to create and will be displayed for two weeks before being replanted.
The billboard was conceived by natural media company Curb and created in conjunction with Eco Charge who has built a kinetic energy pump (with LED energy displays).
Eco Charge’s Alex Brenan explained to Fieldmarketing.com that the pump triggers “a spray mist watering system that keeps the plants alive and gives the user a real sense of feeling good about their participation in nurturing nature.”
