Know-How Exchange : Advertising/PR

Good morning, Gwen.

Thinking about what you say about small families, my guess is that your garden centre is a place where the parents can relax a little and the kids can find interesting things. After all, a garden centre is way more interesting than a supermarket!

Also you mention about it being tranquil and peaceful. This is something you should be emphasizing in some way. Now bear in mind that these taglines are very rough, and should be "tested" on your customers - put simply, just ask them! They're the ones who are independent, objective and will be unbiased. Also if a different word appears in conversations by all means slot it in. The tagline is for them after all.

So:

An oasis of tranquility in the heart of the city
Nurture your own tranquil garden in our leafy oasis
A leafy oasis that inspires tranquility
Your leafy oasis where your tranquility is nurtured.
Tranquil gardens are inspired in our peaceful hide-away.
Inspiring, nurturing, tranquil.

That'll do for now. I'm sure you'll get a few ideas from that little lot. Mix, match. Throw them up in the air and catch 'em. The real idea is to give you a view of your own business as others see it - which means you are able then to focus on what makes your place special. As you mention, you'd never really thought about it being a get away from the city - yet it's one of your strongest assets. Furthermore, your customers have already been telling you :-)

Believe me, seeing yourself from their point of view is very hard. Once you know what it is, it's as if it's infectious, it sort of gets into everything you do. More to the point, it's what your customers need as well.

And yes, I'd love to pop by. The next time I'm at Schiphol, I'll try to catch the wrong plane ... my heart always leaps when I see "Cape Town" as a destination, so it shouldn't be that hard for me to make that sort of mistake.