{"id":7107,"date":"2023-12-04T08:10:53","date_gmt":"2023-12-04T07:10:53","guid":{"rendered":"https:\/\/starsforeurope.com\/sk\/?page_id=7107"},"modified":"2025-07-14T08:23:40","modified_gmt":"2025-07-14T06:23:40","slug":"informacie-oprojekte","status":"publish","type":"page","link":"https:\/\/starsforeurope.com\/sk\/informacie-oprojekte\/","title":{"rendered":"Pre\u010d\u00edtajte si viac o na\u0161ich aktu\u00e1lnych kampaniach E\u00da."},"content":{"rendered":"
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Kampane Pelargonium for Europe (PfE) a Stars for Europe (SfE) s\u00fa sestersk\u00e9 kampane. Prv\u00e1 je zameran\u00e1 na propag\u00e1ciu mu\u0161k\u00e1tov (pelarg\u00f3ni\u00ed) na jar a v lete, druh\u00e1 sa zase venuje propag\u00e1cii viano\u010dn\u00fdch ru\u017e\u00ed na jese\u0148 a v zime. Na tejto str\u00e1nke n\u00e1jdete inform\u00e1cie o na\u0161ich aktu\u00e1lnych kampaniach financovan\u00fdch z Eur\u00f3pskej \u00fanie pre obe spom\u00ednan\u00e9 rastliny.
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Kampa\u0148 E\u00da 101094149<\/h3>\n\n\n\n

Akt\u00edvna v rokoch:<\/strong> 2023 – 2026\n
Krajiny:<\/strong> Bulharsko, \u010cesk\u00e1 republika, Chorv\u00e1tsko, Ma\u010farsko, Rumunsko, Slovensko<\/p>\n<\/div>\n\n\n\n

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Pr\u00edjemcovia:<\/strong>\n
Pelargonium for Europe (PfE)\n
Stars for Europe (SfE)<\/p>\n<\/div>\n\n\n\n

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Implement\u00e1ciu kampan\u00ed realizuj\u00fa:<\/strong>\n
Bulharsko: Grayling\n
Chorv\u00e1tsko: Val Group \/ Produkt\n
\u010cesk\u00e1 republika: Grayling\n
Rumunsko: Grayling \/ Deci Se Poate\n
Ma\u010farsko: Red Lemon\n
Slovensko: Grayling<\/p>\n<\/div>\n\n\n\n

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Kontaktn\u00e9 \u00fadaje koordin\u00e1tora:<\/strong>\n
DR. Susanne Lux\n
E-mail: susanne.lux@meclux.de<\/a><\/p>\n<\/div>\n<\/div>\n\n\n\n

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Zhrnutie projektu:<\/h3>\n\n\n\n

\u201eStars Unite a Europe in Bloom\u201c je spolo\u010dnou kampa\u0148ou eur\u00f3pskych pestovate\u013eov mu\u0161k\u00e1tov (PfE) a viano\u010dn\u00fdch ru\u017e\u00ed (SfE), ktor\u00e9 predstavuj\u00fa ve\u013ek\u00fa \u010das\u0165 produkcie okrasn\u00fdch rastl\u00edn v E\u00da. Ide o spojenie dvoch projektov, pri\u010dom ich posolstv\u00e1 spolu silne rezonuj\u00fa s vyu\u017eit\u00edm r\u00f4znych pr\u00edle\u017eitost\u00ed po\u010das roka. Projekt bude spusten\u00fd v Bulharsku, Chorv\u00e1tsku, \u010ceskej republike, Ma\u010farsku, Rumunsku a na Slovensku potom, \u010do u\u017e m\u00e1 za sebou realiz\u00e1ciu \u00faspe\u0161n\u00fdch projektov financovan\u00fdch v r\u00e1mci odvetvia. Tento projekt je d\u00f4le\u017eit\u00fd z poh\u013eadu zvy\u0161ovania povedomia o viano\u010dn\u00fdch ru\u017eiach a mu\u0161k\u00e1toch pestovan\u00fdch v E\u00da, zvy\u0161ovania ich konkurencieschopnosti a spotreby, zvy\u0161ovania ich vidite\u013enosti a v neposlednom rade zvy\u0161ovania ich podielu na trhu. Cie\u013eom projektu je pouk\u00e1zanie na efektivitu, pri\u010dom vyu\u017e\u00edva ponuky prebiehaj\u00facich kampan\u00ed E\u00da v in\u00fdch krajin\u00e1ch.<\/p>\n\n\n\n

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Pri aktivit\u00e1ch zameran\u00fdch na spotrebite\u013eov k\u013e\u00fa\u010dov\u00e9 posolstv\u00e1 zd\u00f4raz\u0148uj\u00fa kvalitu, rozmanitos\u0165, v\u0161estrannos\u0165 a kr\u00e1su rastl\u00edn vypestovan\u00fdch v Eur\u00f3pskej \u00fanii, ako aj s\u00favisiace trad\u00edcie \u2013 napr\u00edklad viano\u010dn\u00e9 ru\u017ee s\u00fa v eur\u00f3pskej kult\u00fare sp\u00e1jan\u00e9 pr\u00e1ve s Vianocami, mu\u0161k\u00e1ty s\u00fa zase zn\u00e1me t\u00fdm, \u017ee zdobia mest\u00e1 a obce v celej Eur\u00f3pe a zohr\u00e1vaj\u00fa kult\u00farnu \u00falohu v jarnom obdob\u00ed. K\u013e\u00fa\u010dov\u00e9 posolstv\u00e1 zah\u0155\u0148aj\u00fa aj oblas\u0165 udr\u017eate\u013enosti, ako je \u017eivotnos\u0165 a lokalita, ke\u010f\u017ee v\u010faka spr\u00e1vnej starostlivosti vedia tieto rastliny vydr\u017ea\u0165 dlh\u0161ie, ne\u017e si v\u00e4\u010d\u0161ina \u013eud\u00ed mysl\u00ed. Na druhej strane ich predaj podporuje rozvoj miestneho z\u00e1hradn\u00e9ho sektora. Definovan\u00e9 posolstv\u00e1 vykres\u013euj\u00fa z\u00e1hradk\u00e1r\u010denie a aran\u017eovanie kvetov ako nie\u010do, \u010do prin\u00e1\u0161a relax \u2013 spojen\u00fd s hmatate\u013en\u00fdmi zdravotn\u00fdmi v\u00fdhodami. Pri B2B aktivit\u00e1ch je projekt zameran\u00fd na zvy\u0161ovanie povedomia o udr\u017eate\u013enej produkcii.<\/p>\n\n\n\n

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V r\u00e1mci strat\u00e9gie sa vyu\u017e\u00edvaj\u00fa viacer\u00e9 kan\u00e1ly, pri\u010dom k\u013e\u00fa\u010dov\u00e9 posolstv\u00e1 s\u00fa \u0161\u00edren\u00e9 prostredn\u00edctvom r\u00f4znych typov m\u00e9di\u00ed – tla\u010de, online, telev\u00edzie, r\u00e1dia, ako aj soci\u00e1lnych siet\u00ed a nezabudnute\u013en\u00fdch z\u00e1\u017eitkov. Aktivity s\u00fa naviazan\u00e9 na jednotliv\u00e9 t\u00e9my a vyu\u017e\u00edvaj\u00fa viacer\u00e9 kan\u00e1ly. V\u010faka r\u00f4znym t\u00e9mam naviazan\u00fdm na na\u0161e produkty je mo\u017en\u00e9 zamera\u0165 aktivity na r\u00f4zne cie\u013eov\u00e9 skupiny a tomu prisp\u00f4sobi\u0165 aj posolstv\u00e1, ktor\u00e9 sa m\u00f4\u017eu viaza\u0165 na r\u00f4zne prostredia, hodnoty \u010di em\u00f3ciu \u2013 v\u00fdsledkom s\u00fa rozmanit\u00e9 fotografie, vide\u00e1, grafiky a tematick\u00e9 \u010dl\u00e1nky. V r\u00e1mci podpory predaja s\u00fa maloobchodn\u00edkom k dispoz\u00edcii POS materi\u00e1ly, poradenstvo v oblasti starostlivosti a propag\u00e1cie. Cel\u00fd dod\u00e1vate\u013esk\u00fd re\u0165azec m\u00e1 pr\u00edstup k materi\u00e1lom a novink\u00e1m prostredn\u00edctvom odvetvovej komunik\u00e1cie a spolupr\u00e1ce v r\u00e1mci sektora.<\/p>\n<\/div>\n<\/div>\n\n\n\n

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Kampa\u0148 E\u00da SfE-101015360<\/h3>\n\n\n\n
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Akt\u00edvna v rokoch:<\/strong> 2021 – 2024\n
Krajiny:<\/strong> Nemecko, Franc\u00fazsko, Taliansko, \u0160panielsko, Holandsko, Po\u013esko, \u0160v\u00e9dsko<\/p>\n<\/div>\n\n\n\n

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Pr\u00edjemcovia:<\/strong> Stars for Europe<\/p>\n<\/div>\n\n\n\n

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Kontaktn\u00e9 \u00fadaje koordin\u00e1tora:<\/strong>\n
DR. 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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Zhrnutie projektu:<\/h3>\n\n\n\n

Cie\u013eom E\u00da kampane pod n\u00e1zvom \u201eStars Unite Europe\u201c v obdob\u00ed 2021-2024 je podpori\u0165 a zabezpe\u010di\u0165 dlhodob\u00fa bud\u00facnos\u0165 predaja viano\u010dn\u00fdch ru\u017e\u00ed v Eur\u00f3pe. Moderne pestovan\u00e9 viano\u010dn\u00e9 ru\u017ee s\u00fa pr\u00edkladom eur\u00f3pskeho pokroku v z\u00e1hradn\u00edckom sektore. Aktivity zah\u0155\u0148aj\u00fa klasick\u00e9 PR, digit\u00e1lny marketing a r\u00f4zne propaga\u010dn\u00e9 aktivity, ako aj odvetvov\u00fa komunik\u00e1ciu, aktiv\u00e1ciu a zabezpe\u010denie kvality.<\/p>\n<\/div>\n\n\n\n

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Aktivity s\u00fa realizovan\u00e9 v siedmich krajin\u00e1ch E\u00da, pri\u010dom ciele a k\u013e\u00fa\u010dov\u00e9 posolstv\u00e1 s\u00fa definovan\u00e9 s oh\u013eadom na relevantn\u00e9 cie\u013eov\u00e9 skupiny: novin\u00e1rov, influencerov, z\u00e1hradn\u00edckemu odvetviu a predajcom, prostredn\u00edctvom ktor\u00fdch sa dostan\u00fa k dvom k\u013e\u00fa\u010dov\u00fdm skupin\u00e1m spotrebite\u013eov, ktor\u00ed s\u00fa v \u017eivotn\u00fdch f\u00e1zach, na ktor\u00e9 najviac vpl\u00fdvaj\u00fa marketingov\u00e9 aktivity. Prvou skupinou s\u00fa \u013eudia vo veku 50 a\u017e 65 rokov (tzv. New Life Builders) \u2013 s\u00fa vo f\u00e1ze akejsi re\u0161trukturaliz\u00e1cie ich \u017eivota, ke\u010f ich deti odi\u0161li z domu alebo sa bl\u00ed\u017ei koniec ich pracovnej kari\u00e9ry. T\u00e1to skupina je d\u00f4le\u017eit\u00e1 z poh\u013eadu ich transform\u00e1cie na bud\u00faceho \u010dast\u00e9ho kupuj\u00faceho z\u00e1kazn\u00edka (\u201efrequent buyer\u201c) vo vekovej skupine nad 65 rokov. Druhou cie\u013eovou skupinou s\u00fa \u013eudia vo veku 25 a\u017e 35 rokov (tzv. Family Builders alebo Career Builders ), ktor\u00ed sa tie\u017e dostali do \u017eivotnej f\u00e1zy, ktor\u00e1 si vy\u017eaduje reorganiz\u00e1ciu, a to bu\u010f z d\u00f4vodu za\u010datia profesion\u00e1lnej kari\u00e9ry alebo zalo\u017eenia rodiny alebo oboch s\u00fa\u010dasne.<\/p>\n<\/div>\n<\/div>\n\n\n\n

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S cie\u013eom zabezpe\u010di\u0165 dlhodob\u00fd predaj s\u00fa aktivity zameran\u00e9 na zlep\u0161enie vn\u00edmania viano\u010dn\u00fdch ru\u017e\u00ed medzi verejnos\u0165ou \u2013 zameriavaj\u00fa sa na jej trvanlivos\u0165 a imid\u017e, ako aj na posilnenie jej tradi\u010dn\u00e9ho spojenia s Vianocami, najv\u00fdznamnej\u0161\u00edm eur\u00f3pskym sviatkom. T\u00e1to strat\u00e9gia zah\u0155\u0148a propag\u00e1ciu kvality, trvanlivosti a v\u0161estrannosti modernej eur\u00f3pskej viano\u010dnej ru\u017ee. Kampa\u0148 je postaven\u00e1 na \u0161pecifick\u00fdch t\u00e9mach pre r\u00f4zne cie\u013eov\u00e9 skupiny, obr\u00e1zkoch, textoch, vide\u00e1ch, webov\u00fdch str\u00e1nkach, vizu\u00e1loch, komunik\u00e1cii na soci\u00e1lnych sie\u0165ach a POS materi\u00e1loch. Tieto zdroje sa vyu\u017e\u00edvaj\u00fa v r\u00e1mci komunik\u00e1cie na \u00farovni jednotliv\u00fdch kraj\u00edn prostredn\u00edctvom obchodn\u00fdch, medi\u00e1lnych a priamych spotrebite\u013esk\u00fdch kan\u00e1lov, pri\u010dom v jednotliv\u00fdch krajin\u00e1ch sa realizuj\u00fa aj r\u00f4zne doplnkov\u00e9 aktivity, ako napr\u00edklad spolupr\u00e1ce s m\u00e9diami, \u00fa\u010das\u0165 na podujatiach \u010di in\u00e9 reklamn\u00e9 aktivity.<\/p>\n<\/div>\n<\/div>","protected":false},"excerpt":{"rendered":"

Kampane Pelargonium for Europe (PfE) a Stars for Europe (SfE) s\u00fa sestersk\u00e9 kampane. Prv\u00e1 je zameran\u00e1 na propag\u00e1ciu mu\u0161k\u00e1tov (pelarg\u00f3ni\u00ed) na jar a v lete, druh\u00e1 sa zase venuje propag\u00e1cii viano\u010dn\u00fdch ru\u017e\u00ed na jese\u0148 a v zime. Na tejto str\u00e1nke n\u00e1jdete inform\u00e1cie o na\u0161ich aktu\u00e1lnych kampaniach financovan\u00fdch z Eur\u00f3pskej \u00fanie pre obe spom\u00ednan\u00e9 rastliny. Kampa\u0148 […]<\/p>\n","protected":false},"author":26,"featured_media":7369,"parent":0,"menu_order":0,"comment_status":"closed","ping_status":"closed","template":"two-column-blog-single","meta":{"_acf_changed":false,"footnotes":""},"class_list":["post-7107","page","type-page","status-publish","has-post-thumbnail","hentry"],"acf":[],"_links":{"self":[{"href":"https:\/\/starsforeurope.com\/sk\/wp-json\/wp\/v2\/pages\/7107","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/starsforeurope.com\/sk\/wp-json\/wp\/v2\/pages"}],"about":[{"href":"https:\/\/starsforeurope.com\/sk\/wp-json\/wp\/v2\/types\/page"}],"author":[{"embeddable":true,"href":"https:\/\/starsforeurope.com\/sk\/wp-json\/wp\/v2\/users\/26"}],"replies":[{"embeddable":true,"href":"https:\/\/starsforeurope.com\/sk\/wp-json\/wp\/v2\/comments?post=7107"}],"version-history":[{"count":5,"href":"https:\/\/starsforeurope.com\/sk\/wp-json\/wp\/v2\/pages\/7107\/revisions"}],"predecessor-version":[{"id":7374,"href":"https:\/\/starsforeurope.com\/sk\/wp-json\/wp\/v2\/pages\/7107\/revisions\/7374"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/starsforeurope.com\/sk\/wp-json\/wp\/v2\/media\/7369"}],"wp:attachment":[{"href":"https:\/\/starsforeurope.com\/sk\/wp-json\/wp\/v2\/media?parent=7107"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}