Cotton Campaign to China Consumers Wins Award

Hong Kong — Taking top honors for Promotional Activity of the Year at the Asia Pacific P.R. Awards was "Cotton-Beyond Your Imagination" by p. r. firm Fleishman-Hillard China, conducted for Cotton Incorporated and Cotton Council International.

The 2007 campaign, part of ongoing efforts to raise consumer preference for cotton in China, used a 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 towards 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."

Also used: an E-Cotton e-newsletter, a Chinese-language website, and "I'm a Cotton Bag" collaboration with popular portal www.eladies.sina.com.cn.