It’s nice, it’s unusual, and it’s incredibly smelly

By Karen Smith

The stench of Amorphophallus titanum (corpse flower) attracted more than just a few carrion beetles for pollination – crowds in the thousands queued for hours, even days, to witness the rare bloom of this endangered plant. So how did botanic gardens across the country manage to attract such massive audiences to see (and smell) something often described as a mix of rotting flesh and sweaty socks? The answer: well-planned marketing using both traditional and modern strategies.

The power of media and engagement

The media quickly jumped on board, with television, radio, and print outlets covering the event. In Sydney, a livestream of the bloom attracted over 1.7 million views! Viewers could track the plant’s temperature and receive predictions on when “Putricia” (as the flower was nicknamed) would open, adding to the anticipation. This significantly boosted the garden’s online following and engagement.

Several friends, many of whom had no particular interest in gardening, contacted me asking if I was planning to see “Putricia”. It was fascinating to see people from all walks of life drawn in by the rarity and intrigue of the event, despite the notorious pong! I took a six-year-old along, and he was absolutely captivated, enthusiastically sharing the experience with anyone who would listen. The diverse crowd, spanning all ages, was a testament to the broad appeal of the marketing efforts.

Strategic crowd management and accessibility

Sydney wasn’t the only botanic garden hosting a corpse flower blooming event. Canberra’s Australian National Botanic Gardens and Geelong Botanic Gardens also hold a corpse flower which they each grew from a tuber they received from the collection held at Adelaide Botanic Gardens. The Gardens provided sneak peeks and managed large crowds with pre-booked, timed tickets. This not only controlled visitor flow but also created an air of exclusivity.

Further north, Cooktown Botanic Gardens showcased “Big Betty,” a corpse flower acquired from Cairns Botanic Gardens in 2019. The dedicated team there nurtured her to bloom, drawing even more attention to the conservation efforts behind these rare plants.

Community and business involvement

Several botanic gardens partnered with local businesses and media outlets to maximise exposure. The Royal Botanic Garden Sydney collaborated with local news stations, while major publications like The Sydney Morning Herald and The Guardian ran feature stories on the bloom, highlighting its rarity and the public’s fascination.

Local businesses also capitalised on the excitement. Some cafés introduced special corpse flower-themed menu items, such as drinks and baked goods, turning the event into a community-wide experience. This not only engaged the local audience but also extended the event’s reach beyond the gardens themselves.

Clever and humorous marketing

Sydney Botanic Gardens embraced the corpse flower’s infamous odour in marketing, using playful taglines like “Come for the stench, stay for the spectacle.” This humour-driven approach piqued curiosity and encouraged thousands to visit.

Email newsletters played a key role in keeping subscribers informed, offering updates on the flower’s lifecycle, ideal visiting times, and exclusive sneak peeks. Websites were also updated with practical details, including ticketing information and what visitors could expect from the experience.

Conservation and long-term impact

Matt Coulter, Horticultural Curator at Botanic Gardens of South Australia (who has also had their own experience of people flocking to see their corpse flower in bloom), says they have 200 plants in their collection held at Botanic Garden & State Herbarium of SA, and have distributed a small number of these to other Botanic Gardens in Australia. They are in the process of donating some of the seeds to overseas institutions through Material Transfer Agreement . According to Matt, there are many institutions in the USA that have collections. Many Botanic Gardens around the world have had them for more than 100 years. It is exciting to think that in a short time frame we now have many plants, and what a remarkable achievement, considering there are only around 1,000 left in the wild. This highlights not only the importance of conservation efforts but also how effective marketing can raise awareness and drive interest in plant preservation.

A lasting impression

In the end, the strategic marketing surrounding these corpse flower blooms transformed them into rare and unforgettable experiences. The excitement drew massive crowds, engaged a global audience, and even inspired some visitors to consider studying botany or horticulture.

Beyond the bloom itself, these events provided a fantastic opportunity for people to explore what goes on behind the scenes at botanic gardens. Kudos to the teams across Australia for their innovative marketing and for sharing their vital work in plant conservation and education.

Thanks to Matt Coulter from Botanic Gardens of South Australia  who has kindly supplied many of these images of Amorphophallus titanum plant , seed, seedlings and spathe.