Tournament of Roses & Rose Parade
Sponsorship Activation | Community Event | Media & Influencer Relations
Miracle-Gro was in the spotlight during the 2017 Rose Parade, as they returned for the fifth year as the official rose and flower care company of the Tournament of Roses. With constant support from the Miracle-Gro PR team and Fiesta Parade Float's PR representatives, Miracle-Gro made an even more significant impact than in previous years. The media coverage leading up to and during the parade was dominated by Miracle-Gro, showcasing their unwavering presence and dedication to the event.
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PR Lead
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Acted as onsite company spokesperson
Developed a high-level strategic media plan for the campaign
Oversaw the external PR agency’s performance
Tracked campaign success and media coverage
Ensured brand consistency in all content
Managed PR budget
Addressed negative press or PR crises if they occurred
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Highlight Miracle-Gro’s unique interpretation of the 2017 Rose Parade theme, ‘Echoes of Success’
Expand media overage outside of Pasadena
Build buzz earlier in the year, driving additional awareness and sustaining media coverage through the parade
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Proactive media outreach leveraging three press releases
Press release: Fall community garden project with Ty Pennington at Muir Ranch
Press release: Float unveiling
Press release: Miracle-Gro’s 2017 Rose Parade Float ‘Everything’s Coming Up Roses’
Co-op SMT with Paul James from Fiesta Parade Floats during the float build
Pre-Parade coverage included 12 on-site interviews at Fiesta Prade Floats during the float build
Company spokespeople, Kim Markus and John Sass
Celebrity spokesperson, Ty Pennington
Tournament of Roses spokespeople, Barbara Boyd, Aliya Coher, Mary McCluggage and Madison Triplett
Campaign longevity (September 2016 – January 2017)
Six days of activations on-site at Fiesta Parade Floats and the Tournament of Roses House
Led additional media-worthy moments at Muir Ranch and with The TODAY Show
Developed social posts for Ty Pennington
Secured AP photo placement and entertainment photo placement for the community event at Muir Ranch and the float build at Fiesta Parade Floats
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Miracle-Gro captured the attention of consumers around the globe through a campaign that showcased the brand’s dedication to the state of California and passion for giving back to the community.
1.33 billion overall media impressions
1,563 overall media placements
12 social posts from Ty
The “Everything’s Coming Up Roses” float won the Queen’s Trophy Award for most outstanding presentation of roses
Miracle-Gro's 2017 Rose Parade float, "Everything's Coming Up Roses," proudly honored America's national flower and the most popular flower grown in backyard gardens - the rose. The float showcased over 32,000 roses of all sizes, ranging from miniature petals to large, vibrant blooms. Additionally, Miracle-Gro's impressive float was certified "CA Grown" for the second year in a row, highlighting their unwavering commitment to using locally grown flowers.
The 2017 Rose Parade theme, Echoes of Success, allowed Miracle-Gro to honor the rose and four former Rose Queens, each of whom has achieved their successes since being crowned.
Miracle-Gro’s 2017 Rose Parade float, “Everything’s Coming Up Roses,” saluted America’s national flower and the most popular flower grown in backyard gardens – the rose. More than 32,000 roses were prominently featured throughout Miracle-Gro’s fanciful float, from miniature petals to large, vibrant blooms.
The float featured four former Rose Queens, Barbara Laughray-Boyd (1967), Aliya Coher (1995), Mary McCluggage (2007), and Madison Triplett (2015), riding alongside celebrity DIY expert, Ty Pennington.
Miracle-Gro partnered with the Tournament of Roses to establish community gardens at John Muir High School in Pasadena. These gardens are a crucial component of the Pasadena Unified School District's "Building a Healthy School Environment" program, which prioritizes access to healthy foods in schools. The team planted over 450 roses, and Miracle-Gro recognized the program and participants with a generous $25,000 donation. Furthermore, the participants were exclusively the first to witness Miracle-Gro's 2017 Rose Parade float design in an unveiling ceremony.
