Pelargonium for Europe (PfE), the marketing initiative founded by European pelargonium breeders, is applying for EU funding for measures in six countries: Germany, Austria, France, Italy, the Netherlands and Poland. The campaign aims to promote and secure long-term geranium sales by changing people’s perception of the plant and transforming its image from outdated to fashionable. The key message promotes a “Europe in Bloom” focused on easy-care geraniums that will have their place in gardens and balconies all around Europe. PfE's activities are aimed at key target groups in transformative stages of life when new behaviours are more easily picked-up. Firstly, they target people aged 50 to 65 at the end of their professional careers or whose children left home. These so-called "New Life Builders" will become a big market in future when they reach over 65 and buy more frequently. Consumers aged between 25 and 35 are the other core target group as they are either starting a professional career and / or building a family ("Career Builders" or "Family Builders"). To reach these groups, photo moods and texts are designed to address their different age ranges while targeting the rising number of plant oriented “garden and nature lovers” as well as "creative urban" types. The campaign implements a combination of measures including conventional PR activities, media collaborations, cross-channel internet and social media, campaigns at PoS and industry communication such as trade fairs. Together with the mentioned channels, journalists play a key role. At trade level, the focus is oriented on specialised retailers and their industry associations since their place on the market creates important channels for securing long-term sales. Therefore, a significant portion of activities focuses on activating retail gardeners, garden centres and other specialists by promoting the geranium as an easy care, abundant blooming plant available in a wide spectrum of new and exciting varieties.