Context
The Eden Project is renowned as an incredible garden attraction – but it goes so much deeper. It is a catalyst for environmental thinking, economic growth, education and cultural impact.
The launch of Eden’s Impact Report to mark 25 years, had to do so much more than celebrate Eden’s legacy and £6.8 billion economic impact. It was about reminding people ‘why’ Eden exists – building a narrative to drive deeper understanding and ultimately, connect audiences with Eden.
Strategic Insight
If we could bring the full “Eden Effect” to life – connecting environmental purpose with real economic and social outcomes – we could shift the narrative from garden to impact.
By grounding the story in people, place and measurable change, Eden could be positioned as proof that nature-led regeneration delivers tangible growth.
Creative Concept
Our campaign leant heavily into our belief in People Relations. Through a series of one-to-one interviews across the Eden team, we developed a multi-layered comms plan that honoured every element of the “Eden Effect”, from economic impact to horticulture and social connections. Supported by a meticulously crafted messaging house, it was all brought together by a strategic red thread framing Eden as a proven model of place-based regeneration, supporting jobs and driving regional growth across the UK.
Full Colour
Result One: Enhanced Perceptions
Cross sector storytelling, achieved impactful depth of messaging broadening audience perception of why Eden matters.
Result Two:
Demonstrated Value
The strategic narrative behind the campaign created an uplifting story demonstrating the value of nature-based investment.
Result Three: Meaningful Coverage
Over 30 solus features in the places that matter, including multiple stories in The Times, Telegraph, Sky News, BBC, ITV, Forbes – the list goes on.