Spring arrives on nature's catwalk Westonbirt Arboretum has unveiled its Spring Collection, courtesy of an integrated campaign from Target. The Forestry Commission's stunning 600 acre arboretum near Tetbury, Gloucestershire, is renowned for its spectacular autumn colour, but less so for its vibrant spring displays of rhododendrons, azaleas, cherry blossom and bluebells. Invited to help raise the arboretum's profile and increase visitor numbers – particularly among its weekend audience – Target's campaign brings together high fashion with nature; highlighting the spectacular spring blooms to showcase the arboretum's very own 'Spring Collection 09'. The centrepiece of the campaign is a dress designed by 19 year old fashion student Alice Riley, which took inspiration from this season's floral prints and bold colours, and was made entirely from the blooms found at the arboretum. Modelled professionally, these stunning 'fashion shots' form the basis of a mailer and door drop campaign, targeting a 60 minute drive-time. Inviting the media to attend the dress photo shoot, the story has already received extensive media coverage nationally, locally, online, in print and on BBC regional TV news. Kellie Lovett, marketing manager at Westonbirt Arboretum, says: "Lots of this season's fashion has taken its inspiration from flowers and bright spring colours, so we loved Target's suggestion of presenting our 'spring collection' and creating our very own piece of Westonbirt haute couture. The dress and photography is stunning, and we're sure the campaign will contribute to a successful season."

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