May 23, 2025

Hydrangea and shrub brands launch NYC billboard campaign

Bailey Consumer Brands Endless Summer Hydrangeas and First Editions Shrubs & Trees launched a data-focused marketing campaign in New York City’s Times Square over Mother’s Day weekend.

The four-week activation includes 15-second billboard videos that run every 15 minutes, 24 hours a day, during the spring plant shopping season. The initiative aims to raise consumer awareness and drive retail traffic for the branded plant lines.

“This isn’t just a splashy visual in Times Square,” said marketing and 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.”

The campaign includes digital retargeting ads linked to a “Find a Retailer” page for consumers who visit Times Square. Endless Summer hydrangeas are featured at launch, with First Editions shrubs and trees added throughout the campaign.

For horticulture and greenhouse growers, the campaign represents a shift in how branded plant lines are marketed to consumers. By connecting high-traffic visibility with behavioral data, the campaign seeks to improve sell-through and guide future promotional strategies.

The Times Square event is the first phase of a larger seasonal push, including a consumer media dinner and a collaboration with Better Homes & Gardens. The campaign will culminate in a flagship activation this fall.

Growers carrying branded plants could benefit from increased foot traffic and demand driven by this national marketing effort.