Royal Horticultural Society
2026 Winner
Game Changing Campaign of the Year Award
1,000+
employees
778,771
assets shared in 2025
9
years with Bynder
3,000+
users spanning internal departments, press, and 200+ partner gardens
About
The Royal Horticultural Society is the UK's leading gardening charity, managing five major gardens and some of the world’s most prestigious horticultural events, including the RHS Chelsea Flower Show. With 200 years of heritage and a recently refreshed brand, the RHS manages a vast and diverse content library that must move quickly, compliantly, and consistently across press, digital, marketing, and partner channels worldwide.
Why RHS is a winner
The RHS story is one of an iconic heritage brand using Bynder to deliver campaigns with the speed and omnichannel impact of a digital-first publisher. At the heart of this is the RHS Chelsea Flower Show, one of the most publicized horticultural events in the world. Operationally, the event takes a year to plan and prep: managing global media demands, celebrity appearances, multiple photography teams shooting across a vast site, and global audiences expecting updates in near real time.
That’s where Bynder comes in. The platform operates as a real-time content engine for global media outlets to access and publish channel-ready imagery within minutes of capture, without any manual intervention from the RHS team.
The scale is huge: 464,285 assets, 3,000+ portal users, and 778,771 assets shared in a single year. What makes the RHS a deserved winner is how Bynder performs under pressure for RHS, with the speed and quality of content distribution directly shaping global media coverage and brand impact.
“Speed-to-market isn’t just about efficiency. It directly impacts reach, press pickup, engagement, and relevance. If an award is announced at 10 am and the imagery isn't available until the next day, you've already missed a major storytelling opportunity."— Lee Charlton, Photography & DAM Manager
How RHS uses Bynder
For Chelsea, the content pipeline has been engineered to remove friction at every stage. Assets are shot, edited, uploaded, and tagged in Bynder within minutes of capture, enabling same-day coverage across all channels. The platform is continuously updated throughout the show as new content is captured, allowing RHS to maintain a consistent, controlled visual narrative at scale as the event unfolds in real time. No requests, no waiting, no manual distribution from the RHS team.
To maintain governance at scale, all 464,285 assets are tagged with metadata including usage rights, licensing restrictions, and archive dates, ensuring every externally distributed asset is compliant and up-to-date, with role-based access making sure users only see what's relevant to them.
Beyond Chelsea, Bynder supports the full breadth of RHS operations: other shows and events, gardens and visitor attractions, marketing campaigns, historical archiving, licensing, and educational and scientific initiatives. Bynder has also helped coordinate the RHS's recent brand refresh, housing guidelines, templates, and approved assets, enabling consistent rollout across its gardens, events, and community groups.
AI Search has further unlocked the value of a library that has grown over the past nine years. With almost half a million assets, natural language and similarity search have helped resurface valuable archive material. As teams rediscover and enrich those assets, the library becomes stronger and more searchable over time. Strategically, it has shifted campaign planning too with teams now reusing what already exists more before commissioning new content, reducing duplicate work and cutting production costs.
What the judges say
"The RHS Chelsea Flower Show is one of the most publicized horticultural events in the world, generating significant media coverage within an intensely time-pressured window. Delivering against that ambition at the pace modern media demands requires a content operation built for speed without sacrificing governance, and that is precisely what the RHS has built with Bynder."— Naomi de Vries, Director of Partnerships & Growth EMEA at DEPT
Impact & ROI
- 778,771 assets shared in 2025 across press, partners, and internal teams
- Real-time asset availability during RHS Chelsea Flower Show; images shot, uploaded, tagged, and press-ready within minutes of capture
- Same-day global coverage across digital, print, and broadcast enabled via a dedicated self-serving Press Portal
- AI-powered searches tripled since the January 2025 rollout; natural language search accounts for over 50% of all searches
- Consistent brand rollout across its gardens, events, and community groups following the RHS brand refresh, managed entirely through Bynder
