Educational U.S. Cotton Tour Amplifies Thai Media Coverage of COTTON USA
November 7, 2013
Cotton Council International (CCI) brought six winners of a COTTON USA promotional campaign in Thailand – along with celebrity Mr. Nawat Kulrattanarak and a Thai television show – to California to visit U.S. cotton fields.
Thai media will widely broadcast U.S. cotton and the COTTON USA tour, reaching more than 2.7 million consumers in Thailand. The campaign has generated an earned advertising value of $2.04 million since it started in May 2013.
CCI ran a promotional campaign at retail from June to July 2013 highlighting the tour, increasing sales for COTTON USA licensees in Thailand. Apparel labeled with the COTTON USA Mark increased by 8.4 percent during the consumer promotions period, as compared to 2012.
Thai COTTON USA licensees sponsored 100 percent cotton clothes for the participants. COTTON USA also provided a fashion styling workshop by Thailand’s leading stylist on how to dress in cotton while traveling.
In California, the group learned how U.S. cotton is produced, ginned and harvested, including the U.S. cotton industry’s commitment to responsible production and continuous improvement in farming practices. On post-tour evaluations, participants indicated that they gained significant knowledge about U.S. cotton.
Seminar Examines U.S. Cotton’s Role in the Pakistani Textile Sector
More than 50 Pakistani spinners, weavers and garment manufacturers attended CCI’s COTTON USA seminar in Lahore, Pakistan, exploring global trends in textiles.
CCI currently has 25 COTTON USA licensees in Pakistan, and these seminars offer U.S. cotton’s best customers the opportunity to directly connect with partners throughout the cotton supply chain and discuss issues affecting the industry.
Speakers discussed U.S. cotton’s role in the Pakistani textile industry in fulfilling production needs and customers’ requirements for premium quality fiber. In addition, experts were on hand to discuss current trends in the textile environment and world supply and demand.
Presenters also noted Pakistan’s potential in the textile sector. Pakistan imported 523,000 bales of U.S. cotton in marketing year 2012, representing about 24 percent of total imports. In addition, Pakistan is the third largest export market for U.S. Pima cotton, importing 63,800 bales of U.S. Pima cotton in the 2012 marketing year.
Cotton LEADS™ Program Unveiled to UK and Italian Media
CCI Executive Director Kevin Latner briefed 11 key business and trade publications in the UK and Italy on the recently launched Cotton LEADS™ program. Cotton LEADS™ assures retailers, brands and textile manufacturers seeking transparency in their supply chain that their partners can easily source reliable and responsible raw material.
Media representatives from The Economist, the Financial Times, Il Sole 24 Ore and newswire Bloomberg News attended the briefing, with a total readership of 5.8 million and 26 million monthly unique users. CCI also met with the UK and Italy’s leading fashion and home textile industry titles.
CCI expects strong media coverage on the Cotton LEADS program in both countries.
Cotton LEADS promotes awareness of the responsible cotton production practices undertaken in the United States and Australia.
|November 11 – 15|
|Chinese Yarn Buyers Tour to ASEAN|
|Indonesia, Thailand and Vietnam|