The New England Spring Flower Show debuts new appearance.

Initiative uses fresh imagery to build awareness, comprehension, and brand.

Sametz Blackstone Associates and Mass. Horticultural Society debut new appearance for New England Spring Flower Show. Integrated initiative connects new, contemporary look and feel to build awareness and comprehension for 133rd Spring Flower Show.

Boston, MA, March 2004—Sametz Blackstone Associates, a leading Boston marketing communications practice, developed and designed a fresh, new look for this year's 133rd New England Spring Flower Show. True to the theme—Deeply Rooted—the New England Spring Flower Show has become one of Boston's most enduring traditions. Each year, more than 150,000 visitors attend the almost six acres of exhibits—the show has become the largest indoor event in New England and the third largest of its kind in the world.

"We were very pleased with the look Sametz Blackstone Associates created for the 133rd New England Spring Flower Show. While being sensitive to the fact that the Spring Flower Show is one of Boston's most enduring traditions, Sametz Blackstone Associates created an image for us that was new and exciting with simple yet elegant use of bold colors giving the show a more contemporary and sophisticated look, appealing to a broader range of audiences" said Jeff Davies, Flower Show Marketing Manager. "The modular concept and imagery system has been embraced by our in-house creative staff as easy to transfer / transport to our many applications; allowing the same image to work equally well as an elegant invitation or boldly modified onto a billboard."

"Our goal was to give the show an edgier, more contemporary look while still maintaining the show's long-established images, said Joerg Dressler, Design Director from Sametz Blackstone Associates. "The incorporation of waterfalls, landscape design and architectural elements work to dispel the notion that the show is just about pretty flowers. It was very gratifying for us to see how with only a small amount of training from Sametz Blackstone Associates, the society was able to immediately become self-sufficient and create compelling marketing communications using our system."

The show runs March 13 - 21, 2004 at the Bayside Expo Center, Boston

About Sametz Blackstone Associates

Sametz Blackstone Associates provides communications counsel to leading corporate, academic and cultural organizations. A twenty-five year-old global practice located in Boston's historic South End, Sametz Blackstone integrates strategy, design, and technology to develop and produce compelling communications that help evolving organizations navigate change. Clients include centenarians and start-ups: the Boston Symphony Orchestra, Boston Ballet, Raytheon, Goodwin Procter, Scudder Investments / Deutsche Bank, Harvard University, Yale University, and the Whitehead Institute for Biomedical Research. For additional information and project images: www.sametz.com.

About the New England Spring Flower Show

The New England Spring Flower Show has been produced by the Massachusetts Horticultural Society for the past 133 years! This non-profit organization is committed to providing the public with sound horticultural information and inspiration, and the flower show is one of the ways that is done. Massachusetts Horticultural Society works all year long to organize and coordinate the exhibits, events, and programs that make up the show. Flower show proceeds help fund other educational programs of the Society, including programs for children, the Plantmobile, courses for adult gardeners, and the HortLine, a free call-in service for gardening questions and problems. Further information is available at http://www.masshort.org.