{"id":7104,"date":"2023-12-04T07:53:16","date_gmt":"2023-12-04T06:53:16","guid":{"rendered":"https:\/\/starsforeurope.com\/cz\/?page_id=7104"},"modified":"2025-07-14T08:21:33","modified_gmt":"2025-07-14T06:21:33","slug":"informace-o-projektu","status":"publish","type":"page","link":"https:\/\/starsforeurope.com\/cz\/informace-o-projektu\/","title":{"rendered":"P\u0159e\u010dt\u011bte si v\u00edce o na\u0161ich nejnov\u011bj\u0161\u00edch kampan\u00edch v EU."},"content":{"rendered":"
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Kampan\u011b Pelargonium pro Evropu a Hv\u011bzdy pro Evropu jsou sestersk\u00e9 kampan\u011b, jedna propaguje pelargonie na ja\u0159e a v l\u00e9t\u011b, druh\u00e1 propaguje poinsettie na podzim a v zim\u011b. Na t\u00e9to str\u00e1nce si m\u016f\u017eete prohl\u00e9dnout podrobnosti o na\u0161ich aktu\u00e1ln\u011b aktivn\u00edch propaga\u010dn\u00edch kampan\u00edch financovan\u00fdch EU pro oba produkty.


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Kampa\u0148 EU 101094149<\/h3>\n\n\n\n

Aktivn\u00ed roky:<\/strong> 2023 – 2026\n
Zem\u011b:<\/strong> Bulharsko, \u010cesk\u00e1 republika, Chorvatsko, Ma\u010farsko, Rumunsko, Slovensko<\/p>\n<\/div>\n\n\n\n

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P\u0159\u00edjemci:<\/strong>\n
Pelargonium pro Evropu\n
Hv\u011bzdy pro Evropu<\/p>\n<\/div>\n\n\n\n

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Prov\u00e1d\u011bc\u00ed org\u00e1ny:<\/strong>\n
Bulharsko: Grayling\n
Chorvatsko: Chorvatsk\u00fd org\u00e1n: Val Group \/ Produkt\n
\u010cesk\u00e1 republika: Grayling\n
Rumunsko: Grayling \/ Deci Se Poate\n
Ma\u010farsko: \u010derven\u00fd citron\n
Slovensko: Grayling<\/p>\n<\/div>\n\n\n\n

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Kontaktn\u00ed \u00fadaje koordin\u00e1tora:<\/strong>\n
Susanne Lux\n
E-mail: susanne.lux@meclux.de<\/a><\/p>\n<\/div>\n<\/div>\n\n\n\n

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Shrnut\u00ed projektu:<\/h3>\n\n\n\n

Hv\u011bzdy se spojuj\u00ed (a) Europe in Bloom je spole\u010dn\u00e1 kampa\u0148 podporovan\u00e1 evropsk\u00fdmi p\u011bstiteli poinsettie (SfE) a pelargonie (PfE), kter\u00e9 p\u0159edstavuj\u00ed velkou \u010d\u00e1st produkce okrasn\u00fdch rostlin v EU. Jedn\u00e1 se o spojen\u00ed obou projekt\u016f, jejich\u017e poselstv\u00ed siln\u011b rezonuj\u00ed spole\u010dn\u011b, s p\u0159\u00edle\u017eitostmi v pr\u016fb\u011bhu cel\u00e9ho roku. Bude zah\u00e1jen v BG, HR, CZ, HU, RO a SK v n\u00e1vaznosti na \u00fasp\u011b\u0161n\u00e9 projekty financovan\u00e9 pr\u016fmyslem. Vytv\u00e1\u0159\u00ed dopad t\u00edm, \u017ee zvy\u0161uje pov\u011bdom\u00ed o p\u0159ednostech poinsetti\u00ed a pelargoni\u00ed p\u011bstovan\u00fdch v EU, zvy\u0161uje jejich konkurenceschopnost a spot\u0159ebu, zviditel\u0148uje je a zvy\u0161uje jejich pod\u00edl na trhu. Jej\u00ed zd\u016fvodn\u011bn\u00ed vyzdvihuje \u00fa\u010dinnost a vyu\u017e\u00edv\u00e1 nab\u00eddky kampan\u00ed prob\u00edhaj\u00edc\u00edch v EU v jin\u00fdch zem\u00edch.<\/p>\n\n\n\n

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Na \u00farovni B2C zd\u016fraz\u0148uj\u00ed kl\u00ed\u010dov\u00e1 sd\u011blen\u00ed kvalitu, rozmanitost, v\u0161estrannost a kr\u00e1su rostlin vyp\u011bstovan\u00fdch v EU a souvisej\u00edc\u00ed tradice – co\u017e je d\u016fle\u017eit\u00e9, proto\u017ee poinsettie jsou v evropsk\u00e9 kultu\u0159e siln\u011b spojeny s V\u00e1nocemi a pelargonie jsou zn\u00e1m\u00e9 jako ozdoba m\u011bst a vesnic po cel\u00e9 Evrop\u011b a hraj\u00ed kulturn\u00ed roli na ja\u0159e. Kl\u00ed\u010dov\u00fdm sd\u011blen\u00edm jsou tak\u00e9 charakteristiky udr\u017eitelnosti – dlouhov\u011bkost a lok\u00e1lnost, proto\u017ee p\u0159i spr\u00e1vn\u00e9 p\u00e9\u010di vydr\u017e\u00ed tyto rostliny d\u00e9le, ne\u017e si v\u011bt\u0161ina lid\u00ed mysl\u00ed, a jejich prodej podporuje rozvoj m\u00edstn\u00edho zahradnictv\u00ed. Sd\u011blen\u00ed ukazuj\u00ed, \u017ee zahradni\u010den\u00ed a aran\u017eov\u00e1n\u00ed kv\u011btin p\u0159in\u00e1\u0161\u00ed pohodu – spojenou s hmatateln\u00fdmi zdravotn\u00edmi p\u0159\u00ednosy. Na \u00farovni B2B projekt zvy\u0161uje pov\u011bdom\u00ed o udr\u017eiteln\u00e9 produkci.<\/p>\n\n\n\n

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V\u00edcekan\u00e1lov\u00e1 strategie p\u0159en\u00e1\u0161\u00ed kl\u00ed\u010dov\u00e1 sd\u011blen\u00ed prost\u0159ednictv\u00edm odpov\u00eddaj\u00edc\u00edch medi\u00e1ln\u00edch kan\u00e1l\u016f – tisku, internetu, televize, r\u00e1dia, soci\u00e1ln\u00edch s\u00edt\u00ed a nezapomenuteln\u00fdch z\u00e1\u017eitk\u016f. Opat\u0159en\u00ed jsou propojena s t\u00e9maty a mezikan\u00e1lov\u00fdmi p\u0159\u00edstupy. V z\u00e1vislosti na produktu a t\u00e9matu se c\u00edl\u00ed na r\u016fzn\u00e9 c\u00edlov\u00e9 skupiny, p\u0159i\u010dem\u017e sd\u011blen\u00ed jsou podtr\u017eena p\u0159edstaven\u00edm \u017eivotn\u00edho sv\u011bta, hodnot a emoc\u00ed prost\u0159ednictv\u00edm stylizace fotografi\u00ed, vide\u00ed, grafiky a editorialu. Pro zv\u00fd\u0161en\u00ed prodeje podporuj\u00ed prodejce zdroje PoS a poradenstv\u00ed v oblasti p\u00e9\u010de a propagace. Cel\u00fd dodavatelsk\u00fd \u0159et\u011bzec z\u00edsk\u00e1 p\u0159\u00edstup ke zdroj\u016fm a novink\u00e1m prost\u0159ednictv\u00edm obchodn\u00ed komunikace a spolupr\u00e1ce s pr\u016fmyslem. Bulharsko, \u010cesk\u00e1 republika, Chorvatsko, Ma\u010farsko, Rumunsko, Slovensko.<\/p>\n<\/div>\n<\/div>\n\n\n\n

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Kampa\u0148 EU SfE-101015360<\/h3>\n\n\n\n
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Aktivn\u00ed roky:<\/strong> 2021 – 2024\n
Zem\u011b:<\/strong> N\u011bmecko, Francie, It\u00e1lie, \u0160pan\u011blsko, Nizozemsko, Polsko, \u0160v\u00e9dsko.<\/p>\n<\/div>\n\n\n\n

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P\u0159\u00edjemci:<\/strong> Hv\u011bzdy pro Evropu<\/p>\n<\/div>\n\n\n\n

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Kontaktn\u00ed \u00fadaje koordin\u00e1tora:<\/strong>\n
Susanne Lux\n
E-mail: susanne.lux@meclux.de<\/a><\/p>\n<\/div>\n<\/div>\n<\/div>\n<\/div>\n\n\n\n

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Shrnut\u00ed projektu:<\/h3>\n\n\n\n

C\u00edlem t\u00e9to kampan\u011b EU na obdob\u00ed 2021-24 pod heslem „Stars Unite Europe“ je podpo\u0159it a zajistit dlouhodobou budoucnost prodeje poinsettie v Evrop\u011b. Modern\u00ed p\u011bstovan\u00e9 rostliny poinsettie, n\u011bkdy zn\u00e1m\u00e9 jako v\u00e1no\u010dn\u00ed hv\u011bzdy, jsou z\u00e1\u0159n\u00fdm p\u0159\u00edkladem evropsk\u00e9ho zahradnick\u00e9ho pokroku. Kombinace opat\u0159en\u00ed bude zahrnovat klasick\u00e9 PR, digit\u00e1ln\u00ed marketing a r\u016fzn\u00e9 propaga\u010dn\u00ed aktivity, jako\u017e i komunikaci v odv\u011btv\u00ed, aktivaci a zaji\u0161t\u011bn\u00ed kvality.<\/p>\n<\/div>\n\n\n\n

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Opat\u0159en\u00ed prob\u00edhaj\u00ed v sedmi zem\u00edch EU a jejich c\u00edle a kl\u00ed\u010dov\u00e1 sd\u011blen\u00ed jsou pe\u010dliv\u011b definov\u00e1ny tak, aby vyhovovaly p\u0159\u00edslu\u0161n\u00fdm c\u00edlov\u00fdm skupin\u00e1m: novin\u00e1\u0159\u016fm, vlivn\u00fdm osob\u00e1m, ekologick\u00e9mu pr\u016fmyslu a maloobchodn\u00edk\u016fm, a nakonec se dostanou ke dv\u011bma z\u00e1kladn\u00edm skupin\u00e1m kone\u010dn\u00fdch spot\u0159ebitel\u016f, kte\u0159\u00ed se nach\u00e1zej\u00ed ve f\u00e1z\u00edch \u017eivota, kdy se marketingov\u00e1 opat\u0159en\u00ed mohou nejl\u00e9pe prosadit. Prvn\u00ed z nich jsou lid\u00e9 ve v\u011bku 50 a\u017e 65 let („New Life Builders“), kte\u0159\u00ed dosp\u011bli do f\u00e1ze restrukturalizace \u017eivota, nebo\u0165 jejich d\u011bti ode\u0161ly z domova nebo se bl\u00ed\u017e\u00ed konec jejich pracovn\u00ed kari\u00e9ry. Tato skupina je d\u016fle\u017eit\u00e1, proto\u017ee se mus\u00ed st\u00e1t budouc\u00edmi \u010dast\u00fdmi kupuj\u00edc\u00edmi star\u0161\u00edmi 65 let. Druhou c\u00edlovou skupinou jsou lid\u00e9 ve v\u011bku 25 a\u017e 35 let („budovatel\u00e9 rodiny nebo kari\u00e9ry“), kte\u0159\u00ed rovn\u011b\u017e dosp\u011bli do f\u00e1ze \u017eivotn\u00ed reorientace, proto\u017ee bu\u010f zah\u00e1jili profesn\u00ed kari\u00e9ru, nebo zalo\u017eili rodinu, p\u0159\u00edpadn\u011b oboj\u00ed.<\/p>\n<\/div>\n<\/div>\n\n\n\n

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V z\u00e1jmu zaji\u0161t\u011bn\u00ed dlouhodob\u00e9ho prodeje jsou aktivity zam\u011b\u0159eny na zlep\u0161en\u00ed vn\u00edm\u00e1n\u00ed poinsettie ve\u0159ejnost\u00ed – se zam\u011b\u0159en\u00edm na jej\u00ed trvanlivost a image, jako\u017e i na pos\u00edlen\u00ed jej\u00edho tradi\u010dn\u00edho spojen\u00ed s V\u00e1nocemi, nejv\u00fdznamn\u011bj\u0161\u00edm evropsk\u00fdm sv\u00e1tkem. Tato strategie zahrnuje propagaci kvality, trvanlivosti a v\u0161estrannosti modern\u00ed evropsk\u00e9 poinsettie. Kampa\u0148 je postavena na z\u00e1kladech specifick\u00fdch c\u00edlov\u00fdch t\u00e9mat, obr\u00e1zk\u016f, text\u016f, vide\u00ed, webov\u00fdch str\u00e1nek, layout\u016f, prezentace na soci\u00e1ln\u00edch s\u00edt\u00edch a materi\u00e1l\u016f pro prodejn\u00ed m\u00edsta. Tyto zdroje jsou \u0161\u00ed\u0159eny prost\u0159ednictv\u00edm komunikace na \u00farovni jednotliv\u00fdch zem\u00ed s obchodn\u00edmi, medi\u00e1ln\u00edmi a p\u0159\u00edm\u00fdmi spot\u0159ebitelsk\u00fdmi kan\u00e1ly, p\u0159i\u010dem\u017e pro jednotliv\u00e9 zem\u011b jsou k dispozici r\u016fzn\u00e1 dopl\u0148kov\u00e1 opat\u0159en\u00ed, jako je spolupr\u00e1ce s m\u00e9dii, akce a propaga\u010dn\u00ed aktivace.<\/p>\n<\/div>\n<\/div>","protected":false},"excerpt":{"rendered":"

Kampan\u011b Pelargonium pro Evropu a Hv\u011bzdy pro Evropu jsou sestersk\u00e9 kampan\u011b, jedna propaguje pelargonie na ja\u0159e a v l\u00e9t\u011b, druh\u00e1 propaguje poinsettie na podzim a v zim\u011b. Na t\u00e9to str\u00e1nce si m\u016f\u017eete prohl\u00e9dnout podrobnosti o na\u0161ich aktu\u00e1ln\u011b aktivn\u00edch propaga\u010dn\u00edch kampan\u00edch financovan\u00fdch EU pro oba produkty. Kampa\u0148 EU 101094149 Aktivn\u00ed roky: 2023 – 2026 Zem\u011b: Bulharsko, […]<\/p>\n","protected":false},"author":26,"featured_media":7376,"parent":0,"menu_order":0,"comment_status":"closed","ping_status":"closed","template":"two-column-blog-single","meta":{"_acf_changed":false,"footnotes":""},"class_list":["post-7104","page","type-page","status-publish","has-post-thumbnail","hentry"],"acf":[],"_links":{"self":[{"href":"https:\/\/starsforeurope.com\/cz\/wp-json\/wp\/v2\/pages\/7104","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/starsforeurope.com\/cz\/wp-json\/wp\/v2\/pages"}],"about":[{"href":"https:\/\/starsforeurope.com\/cz\/wp-json\/wp\/v2\/types\/page"}],"author":[{"embeddable":true,"href":"https:\/\/starsforeurope.com\/cz\/wp-json\/wp\/v2\/users\/26"}],"replies":[{"embeddable":true,"href":"https:\/\/starsforeurope.com\/cz\/wp-json\/wp\/v2\/comments?post=7104"}],"version-history":[{"count":6,"href":"https:\/\/starsforeurope.com\/cz\/wp-json\/wp\/v2\/pages\/7104\/revisions"}],"predecessor-version":[{"id":7378,"href":"https:\/\/starsforeurope.com\/cz\/wp-json\/wp\/v2\/pages\/7104\/revisions\/7378"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/starsforeurope.com\/cz\/wp-json\/wp\/v2\/media\/7376"}],"wp:attachment":[{"href":"https:\/\/starsforeurope.com\/cz\/wp-json\/wp\/v2\/media?parent=7104"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}