The international trade fair Flora Expo Astana kicked off on Tuesday, April 8, with a striking presentation of Dutch chrysanthemums. Commissioned by the Chryson Foundation, communications agency Sobolj organized a creative promotional campaign within the Just Chrysanthemum (Just Chrys) campaign, aimed at positioning the chrysanthemum as a powerful, contemporary and versatile flower.
Floral fashion on the exhibition floor
Striking eye-catchers were models in unique creations in which chrysanthemums had been incorporated in innovative ways. The designs ranged from stylish accessories to surprising applications within floral art and attracted much interest from visitors and exhibitors.
Direct contact with the trade audience
The models actively sought contact with wholesalers, florists, students and representatives of trade schools. On the first day of the fair alone, over fifty conversations were held with professionals from the international flower and plant industry. The models wore bracelets with QR codes that referred to the multilingual websites of Just Chrys and Flower Experience, with information about the Dutch chrysanthemum assortment and inspiring applications in bouquets, arrangements and decoration.
Live demonstrations by top florists
On Wednesday, April 9, two renowned florists from the region provided live demonstrations. For this, the experienced floral designer Roman Zarubin worked together with the emerging talent Eva Appel. Their creations, inspired by natural elements and cultural heritage, highlighted the artistic and cultural value of the chrysanthemum.
