Gardeners' World website launches with B&Q backing

by Jacquie Bowser, Brand Republic 11-Sep-07, 14:50

LONDON - Gardeners' World magazine is launching its own website and has struck a deal with home improvement and DIY store B&Q, which will be its advertising partner for the launch.

The BBC Magazines-owned title is aiming to become the leading online destination for gardeners, offering daily blogs, a forum, weather forecasts with soil temperature and related gardening advice, video clips, step-by-step projects, a plant database and a weekly "what to do now" calendar.

Users can also personalise gardenersworld.com by saving their favourite pages to their own scrapbook.

Dominic Murray, BBC Magazines publisher, said: "Our aim is to guarantee relevant, topical inspiration and advice to the widest gardening community across every format.

"Striking visuals and engaging interactivity are key strengths of the site, adding real value for our existing audiences, as well as attracting a whole new audience to the Gardeners' World brand."

BBC Magazines new-media team produced the site, under the guidance of Abbie Fereday, gardenersworld.com editor, and Adam Pasco, magazine editor.

Fereday said: "We've launched a fantastic website for keen gardeners and amateurs alike that's unique in its combination of expert gardening advice, interactivity and stunning photography."

The advertising deal with B&Q includes display and advertorial activity online and in the magazine, featuring B&Q gardens from BBC Gardeners' World Live at The NEC last June.

Gardenersworld.com will be promoted through the magazine as well as national press ads, leaflet inserts into gardening mail-order deliveries and an extensive search marketing campaign. Fingal Creative Communications won a three-way pitch to handle the creative.