Case Study - MHK

Something growing! On the occasion of its 10th anniversary, the Museumslandschaft Hessen Kassel (MHK) has designed a custom post seed® card.

No ordinary postcard but a special one with a colourful mix of flowers.

Before the MHK chose post seed® for their campaign gardeners had tested the quality of the seeds in the greenhouse at Bergpark Wilhelmshöhe. "We are very pleased to have won the MHK as a customer. Our post seed® is ideal for the MHK and for Kassel, in particular because the city's urban area is made up to approx-imately 63 percent of parks and green spaces" says Frank Jäger, managing director of Faubel & Co. Nachfolger GmbH, the company that developed this unusual form of advertising.

For its anniversary, the MHK selected an image from a painting belonging to the Palace's comprehensive collection. They chose "Floral Still Life with a Blue Tit", a painting by Johann Rudolf Byss from 1702 which visitors can admire in the prestigious Old Masters Picture Gallery situated at Wilhelmshöhe Palace. The image is a perfect combination of art and landscaping and therefore representative of the MHK with its art treasures, collections and historical garden grounds.

Inside the card, there are basic planting instructions together with a seed tape which is easy to peel off and plant. Seedlings will begin to sprout just after a few days and, within a few weeks, a colourful meadow of flowers will appear. "

We were looking for an advertising medium that would be both an eye-catcher and a thank you gift for our guests to remember our gardens. The seed card is an ideal way of illustrating how art and landscaping have come together within the MHK during the past ten years and of demonstrating the MHK's versatility," explains Cornelia Ziegler, the MHK's marketing manager. Since the beginning of the MHK's jubilee year the postcards have been distributed at information booths, trade fairs - such as ITB Berlin, in museums as well as on special occasions.

On the occasion of the jubilee, the Museumlandschaft Hessen Kassel designed an individual post seed® card.