Carol Caggiano, AIFD, PFCI, on set at ABC’s “The View”
When “The View” kicked off its Viewer Valentine Week series this week, flowers, professionally designed by a florist, were its first go-to gift suggestion for audience members and viewers.
The primo placement —“The View” has an estimated 2.5 million viewers — is a credit to savvy PR by Teleflora, who engineered the product placement of its Pair of Hearts bouquet, and the design skills of Carol Caggiano, AIFD, PFCI, who created the arrangement for the show, which aired on Monday.
“Teleflora does placement on ‘The View’ several times a year, and I usually go to prepare the flowers and help stage them,” Caggiano said.
Sometimes, the effort is more elaborate — at Christmas, a Snoopy character presented a Teleflora design to co-host Whoopi Goldberg.
The Valentine’s Day spot was simpler, although the design still generated plenty of excitement among the hosts, who commented on the flowers (“So pretty!”) and leaned in for a better look as the design sat in the middle of the table. Audience members also received $100 Teleflora gift cards.
The high profile spot is part of Teleflora’s “What Is Love” campaign, which “honors the holiday by celebrating every one-of-a-kind love in your life,” according to a company release.
A video for that campaign already has generated positive buzz and critical acclaim for its nuanced portrayal of love in many different forms, and between people of different races, ages and sexual orientation. At press time, the video had nearly 5 million views in one week. The company also recently released a florist version of the video.
