Cotton Inc. lauded for China consumer campaign  

By Staff -- Home Textiles Today, 1/28/2008 12:32:00 PM

Robin Merlo, Cotton Inc., and Karin Malmstrom of Cotton Council International, accept the Asia Pacific P.R. Award for Promotional Activity of the Year.

Hong Kong – Taking top honors for Promotional Activity of the Year at the recent Asia Pacific P.R. Awards, hosted by Media magazine, was the “Cotton-Beyond Your Imagination” marketing campaign by public relations firm Fleishman-Hillard China, which was conducted on behalf of Cotton Incorporated and Cotton Council International.

The 2007 campaign, part of ongoing efforts to raise consumer awareness and preference for cotton in China, used a nationwide road show, media relations, third-party influencers and internet communications.

“By taking cotton design and fashion to the public, we are creating an opportunity for Chinese consumers to learn more about the benefits, versatility and fashionability of cotton,” said Berrye Worsham, president and ceo of Cotton Inc. “In return, this kind of interaction with consumers helps us to understand public attitudes toward cotton and their needs for the cotton lifestyle.”

Allen Terhaar, executive director of Cotton Council Int’l, said, “The success of this project was based on multiple levels of communication, including a student design contest, fabric care education, fashion-oriented news releases and the creative use of television and the internet.”

Components included the E-Cotton e-newsletter, a Chinese-language website, and the “I’m a Cotton Bag” collaboration with popular portal http://eladies.sina.com.cn/ (viewable here in English).