Strategic, season-long campaign launches in New York City during Mother’s Day weekend
St. Paul, MN (May 12, 2025) – Endless Summer® Hydrangeas and First Editions® Shrubs & Trees have made their debut in Times Square, launching a data-driven marketing campaign over Mother’s Day weekend. Timed with the holiday, the activation features 15-second digital billboard videos, running every 15 minutes, 24/7, for four weeks during the peak plant shopping season.
“This isn’t just a splashy visual in Times Square,” shares Bailey’s Marketing & Communications Manager Ryan McEnaney. “It’s a calculated effort to build brand awareness that ultimately drives retail conversion and complements our season-long engagement campaign. We kicked off with Endless Summer® Hydrangeas and are adding First Editions® Shrubs & Trees throughout the billboard run.”
The campaign, positioned in Times Square for maximum impact, leverages the location’s global reach to drive consumer engagement. Alongside the billboards is a digital retargeting strategy delivering follow-up ads to those who visit Times Square, linking to the brands’ ‘Find a Retailer’ page to encourage in-store and online purchases of the branded product.
The Times Square activation is part of a broader, season-long strategy designed to strengthen consumer connections through multiple touchpoints. It serves as the starting point for a fully integrated marketing approach that leverages data and insights to refine outreach and optimize conversion. With Times Square as the kickoff, the campaign will continue to build momentum through events like this week’s consumer media dinner in New York City and a collaboration with Better Homes & Gardens.
At the core of this campaign is a strategic blend of high-visibility placements and data-driven digital outreach, aimed at transforming consumer interest into meaningful brand engagement. The campaign’s impact will be measured through behavioral insights and sales data, guiding future marketing initiatives and culminating in a flagship brand activation this fall.
“This campaign is about more than just presence. It’s about making a meaningful impact,” continues McEnaney. “Leveraging Times Square’s visibility as a springboard, we aim to foster ongoing consumer engagement, guided by data-driven strategies designed to deliver measurable results.”
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ABOUT BAILEY
Bailey is a fifth-generation, family-owned horticultural company serving customers worldwide. Headquartered in St. Paul, Minnesota, along with operations in Oregon, Washington, Illinois, and Georgia, they are known for producing and distributing top-quality plants, marketing support services, and sought-after genetics. Bailey Consumer Brands – Endless Summer® Hydrangeas, First Editions® Shrubs & Trees, and Easy Elegance® Roses – are widely recognized as premier products in the industry.