To generate media attention immediately after the launch, we dragged our nine gardeners and a truckload of Coca Cola Light cans along to several editorial departments. We were made to feel quite welcome – in particular by the female employees. A digital press release was sent to current affairs & lifestyle media, naturally to the specialised women’s press as well, and also to a select group of bloggers.
The ten finalists then faced off in a thrilling final where their style, sense of humour, charm, athleticism and dexterity were put to the test one last time. Apart from the three-strong jury (Jani Kazaltzis, Elodie Ouedraogo and fashion blogger Sophie Ismail), quite a few journalists and bloggers were also in attendance. After the event we sent out a press release announcing the winner and we aired a teaser of the contest.