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PR & Reputation Management Company

Bringing home the Interflora World Cup



In 2023, the Interflora World Cup – the world’s most prestigious floral design competition – was set to come to the UK for the very first time. Competitors from 20 countries came together in the ultimate battle of the blooms (think the Olympics crossed with Chelsea Flower Show – then add extra drama!).

Traditionally a trade event, this was also the first time the World Cup would become a dazzling consumer spectacle.

Smoking Gun’s objective was to drive awareness of the event and ticket sales through first-class storytelling and stand-out media relations.


Building to the event, we leveraged key calendar moments, newsjacking opportunities and social media trends to develop a series of media stories and influencer content to build awareness and anticipation. 

Examples included: 

– Targeting key regional and national event listings to announce tickets going live, with a gallery of showstopping images and teaser video footage 

– Using Interflora’s own data to create a thought-provoking story revealing who we send flowers to most in the UK

– Newsjacking the media’s focus on bees to create a fun, product-led story on a ‘bumblebee saving bouquet’, in partnership with the Bumblebee Conservation Society, which were speaking at the event

– Partnering with local influencers and organising an exclusive Interflora Gin Trail around Manchester 

– Profiling the contestants and Interflora’s incredible talent to national media

During the event, our focus shifted to capturing the magic of the competitors’ work through daily broadcast opportunities, hosting local and national media at the event and sharing daily photography updates. 

Examples included: 

– Exploring the personal journeys and talent of the competitors with national and regional broadcast media, offering insight into the cut-throat world of competitive flower arranging

– Hosting a bespoke behind-the-scenes media event, where journalists and influencers got a glimpse into the venue and see the competitors at work, while getting to hear directly from the Interflora team to tell the brand story 

Securing the World Cup’s legacy in Manchester and leaving a lasting impression of the Interflora experience, we worked to hero the brand’s charitable and sustainable credentials. 

Examples included: 

– Hosting a flower sale post-event to make future use of every stem from the competition, with proceeds going to a local charity, St Ann’s Hospice. This generated further media attention 


140 media hits

across high profile national and regional print, broadcast and online titles

Broadsheet to broadcast

Coverage included key targets such as Channel 4 News, Channel 5 News, BBC and ITV broadcasts, as well as the Daily Mirror, Daily Telegraph, You magazine and Manchester Evening News

600 million

potential media reach

5,000 ticket sales

Commercially, ticket sales soared – a major achievement given this was the first year opening the event up to consumers

68% brand sentiment uplift

Brand tracking post-event demonstrated that in the UK, 68% of people felt more positive or a lot more positive about the Interflora brand after being made aware of the World Cup event

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