• by Karl Greenberg , January 29, 2008

Los Angeles-based Teleflora is launching a Mother's Day campaign with NBC and Hearst Magazines that centers on a reality TV series, "America's Favorite Mom."

The effort involves a national search with consumer nominations being held at AmericasFavoriteMom.com. Visitors are encouraged to upload videos, photos and essay testimonials to support their nominees. Teleflora's member florists will get material to sponsor local "America's Favorite Mom" competitions.

Fifteen semi-finalists, chosen via consumer voting at the campaign Web site, will be lionized on NBC's "Today Show" for the week before Mother's Day, during which time viewers can vote for their favorites online. Then, the finalists--winning moms from each day of the week--will be featured on "Teleflora presents America's Favorite Mom."

The NBC one-hour special, airing during prime time on Mother's Day, will include guest appearances by celebrity moms and will show stories of historically prominent moms. At the end of the program, a celebrity host will crown "America's Favorite Mom" and name a rose in her honor. The winner gets cash and prizes, including an 18-carat-gold "America's Favorite Mom" pendant encrusted with diamonds.

A print effort in Redbook magazine and Hearst publications will include Teleflora-branded sections supporting the campaign and NBC show, plus sections on Mother's Day.

Teleflora and Reveille--which produces "The Office" and "Ugly Betty"--will share executive producing responsibilities.