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, the Sobolj communication agency 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 were processed in an innovative way. The designs ranged from stylish accessories to surprising applications within floral art and attracted a lot of interest from visitors and exhibitors.
Direct contact with the professional audience
The models actively sought contact with wholesalers, florists, students and representatives of vocational training courses. On the first day of the fair alone, more than fifty conversations were held with professionals from the international flower and plant sector. 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 9 April, two renowned florists from the region provided a live demonstration. The experienced floral designer Roman Zarubin worked together with the upcoming talent Eva Appel for this. Their creations, inspired by natural elements and cultural heritage, underlined the artistic and cultural value of the chrysanthemum.
