CHALLENGE
In 2020, Folly Arboretum and Winery decided to renew its visual identity and asked for our agency’s support. Following the rebranding, our primary task became increasing Folly’s visibility.
SOLUTION
When designing the new identity, it was important to preserve the brand’s existing stylistic features while also ensuring clear differentiation from competitors.
Alongside the identity design, we developed a comprehensive social media and PR communication strategy, building the brand around a new name and slogan: “Folly, the Garden of Eden on Lake Balaton”—which remains the foundation of the brand today. From the outset, the goal of social media communication has been both community building and sales, while press communication focused on systematically strengthening the arboretum’s reputation.
RESULT
Today, the Folly Arboretum Facebook page has more than 60,000 followers. Our agency is responsible for Folly’s entire social media advertising strategy and supports sales of both Folly’s own products and event tickets during key periods.
With systematic press communication, we generated more than 800 media appearances in 2022 and organized several press trips to showcase the garden’s unique attractions to editorial staff. In early 2023, we also launched the educational initiative “How to Grow Your Cypress” for primary school children, in which more than 400 students participated.
In recent years, we have organized several press trips for Folly, with the main goal of showcasing the garden’s key programs and unique attractions to members of the press—thereby facilitating the creation of original content, colorful features, and tourism-focused articles and reports.
With the PR campaign for Folly Arboretum and Winery, we won the Bronze Prize at the PR Excellence Hungary Award in 2021.
Contributors: Kornélia Szerdahelyi, Botond Burus, Zita Hella Varga, Szilvia Tóth