Kalla (ProFlowers)


Kalla (ProFlowers)


Public Relations and Marketing, Event Management and Production and Video Production

Kalla, a new couture floral delivery service, turned to The Dana Agency to make a splash with their launch in Miami. Unlike other brands, Kalla was a truly artistic, high end and one-of-a-kind gifting experience delivered via white glove service. We introduced the concept of floral couture while simultaneously encouraging them to share the Kalla experience. To optimize impact, The Dana Agency used a multi-staged approach, first building buzz by seeding Kalla with the city’s most influential media, socialites and celebrities. We knew that, once they saw the ornate presentation, they would take to social media to share, building buzz among their communities. We also previewed Kalla in strategic parts of the city by erecting stunning flower cart pop-up installations at high-traffic destinations such as spas, boutiques and hotels. Then, we introduced the brand to media, going “behind-the-stems” to tell the intriguing story of inspiration behind Kalla. Finally, we staged an elaborate launch party at Soho House, including interactive components showcasing Kalla’s state-of-the-art technology. Every detail was accounted for, from the giant human flower performer on stilts to the custom branded, floating pool logo and live flower step-and-repeat. Every major media outlet covered Kalla, calling it “Haute Horticulture” while local celebrities and VIPS took to social media to share their Kalla experience with friends.

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