IFCP Cotton Promotion Activities from Around the World by benbenzhou


IFCP Cotton Promotion Activities from Around the World

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									         Cotton Promotion
 Activities from Around the World


Brazil                                                    Australia
                       South Africa

    A resource tool for the International Forum for Cotton Promotion
      A sub-group of the International Cotton Advisory Committee

                  Prepared by Brooke Lewis, Cotton Australia
                               September 2002

Introduction                                                         Page 3

The International Forum for Cotton Promotion                         Page 3
About the Members of the International Forum for Cotton Promotion    Page 4

Promotional Activities:

Advertising                                                          Page 7

Awards                                                               Page 9

Conferences                                                         Page 11

Cotton Marks                                                        Page 12

Education                                                           Page 19

Fashion Shows                                                       Page 23

Internet                                                            Page 26

Printed Materials                                                   Page 28

Retail                                                              Page 30

Shows and Events                                                    Page 31

On-line photo libraries                                             Page 31

Contacts                                                            Page 32


This document is the first step in the exchange of promotional information, ideas and
market research between member organisations of the International Forum for Cotton
Promotion (IFCP). It is by no means a full and comprehensive report on ALL cotton
promotion activities around the world.

It is meant to be a practical document that can be used to generate promotional ideas,
plans and strategies within member countries with the ultimate aim of increasing
world demand for cotton and cotton products.

Although there is still a lot of work to be done, there are some very effective
promotional activities being carried out in the areas of education, advertising,
websites, fashion and cotton marks. Much is to be learned from these successes.

Documented here are many examples that will hopefully inspire IFCP members to
become more active in the area of cotton promotion.

The International Forum for Cotton Promotion

The International Forum for Cotton Promotion was set up at the 59th Plenary Meeting
in Cairns, Australia, in September 2000. The group is made up of member countries
of the International Cotton Advisory Committee:

Australia                    Cotton Australia
Brazil                       Brazilian Textile Association
Egypt                        ALCOTEXA
Germany                      Bremen Cotton Exchange
India                        East India Cotton Association
Italy                        Associazione Tessile Italiana
Poland                       Gdynia Cotton Association
South Africa                 Cotton South Africa
Spain                        Centro Algodonero Nacional, Asociacion Industrial
                             Textil de Proceso Algodonero (AITPA)
Turkey                       Istanbul Textile and Apparel Exporter’s Association
United Kingdom               Liverpool Cotton Association
USA                          Cotton Council International and Cotton Incorporated
Zimbabwe                     The Cotton Company of Zimbabwe Ltd

The Forum’s objectives are as follows:

Primary Objective
"To encourage national marketing development programs through the exchange of
ideas and experiences, for the purpose of increasing international cotton consumption
and market share."

Secondary Objectives
"To increase membership of the consortium"
"To grow awareness of cotton in the member countries"

About the Members of the IFCP
Please note: this section is not complete – based on available information

Cotton Australia
Cotton Australia is the peak body for Australia’s cotton growing industry. The
organisation works in four key program areas:
· Grower Services
· Communication and Education
· Policy and Legislation
· Administration

One of its key areas of focus, as outlined in the statement of core business is:
“To promote the benefits of the Australian cotton industry and Australian cotton at
local, national and international levels”

Cotton Council International
Cotton Council International (CCI) is the international division of the National Cotton
Council of America. CCI's mission is to increase exports of U.S. cotton, cottonseed
and U.S. manufactured cotton products through activities that affect every phase of
the marketing chain.

CCI’s Cotton USA Market Development and Promotions program is a multi-faceted
program that works to increase the competitiveness and profitability of companies
who utilise U.S. cotton fibre and U.S. manufactured cotton products. From CCI's
offices in Washington, DC; London; Seoul and Hong Kong - and consulting
arrangements in Asia, Latin America and Europe - the COTTON USA program
reaches over one billion current and potential customers of U.S. cotton in more than
50 countries worldwide.

Cotton Incorporated
Cotton Incorporated’s Mission Statement is “to increase the demand for and
profitability of cotton through research and promotion.”

This is done through a huge range of promotional and research strategies including
advertising, public relations, fashion marketing and retail promotions.

Cotton South Africa
COTTON SA performs the following essential functions:
· The rendering of information services
· The stimulation of production and the usage of cotton
· The enhancement of the marketability of cotton through research, quality
  standards and norms as well as training
· To act as an industry forum
· To act as an advisory body to various Government Departments
· To apply for appropriate statutory measures in terms of the Act and to
  administer such measures
· Small scale cotton farmer development

East India Cotton Association
The East India Cotton Association was set up in 1921 to regulate effective cotton
trade in India. Its principal functions today are:

·   Facilitating smooth, ready and forward delivery based trading in cotton among
·   Fixing of daily rates for basic grades and various staples
·   Providing market intelligence by collecting, compiling and disseminating relevant
    data on supply, demand and prices of cotton
·   Publishing weekly bulletins and annual volume of cotton statistics
·   Preparing and maintaining grade and staple standards in respect of all varieties of
·   Providing arbitration facilities
·   HVI cotton fibre testing
·   Enabling research in improving the yield and quality of cotton through COTAAP
    Research Foundation

Istanbul Textile and Apparel Exporter’s Association
The Istanbul Textile and Apparel Exporter’s Association is a combination of the
leading textile exporters associations. With 28,000 members, ITKIB represents about
80% of Turkey’s textile and apparel exports. The associations include those for
carpets, leather and leather wear, textiles and ready-to-wear garments.

Founded in 1986, with origins from the 1940s, it has changed the face of Turkish
exports by being outward looking and progressive. Some of the functions of ITKIB
· Building excellent international relations
· Marketing Turkey and its products
· Providing research, education and training
· Encouraging the country’s young designers

Liverpool Cotton Association (LCA)
Established for over 160 years, the LCA is the world’s leading international cotton
trade association and arbitral authority.

Services to members include:
· Arbitration services
· Laboratory testing facilities
· International Cotton Trade Seminar
· The Industry’s largest Annual International Trade Dinner
· Training and Seminars
· Rule Books in many languages

Promotional Activity 1: Advertising

Consumer Advertising - USA
Cotton Incorporated invests in consumer advertising across a range of parenting,
lifestyle and women’s publications including American Baby, InStyle and Marie

The organisation’s latest advertising campaign is a celebration of lifestyle, and is
meant to reflect some of the many milestones in a woman’s life. It also serves as a
reminder to check fabric labels in clothes and on home products before purchase.

Consumer Advertising – Australia
A series of print advertisements promoting the benefits of cotton are published
throughout the cotton growing valleys of Australia in regional newspapers. Due to
limited resources, the reach for these advertisements was fairly limited.

                  Sample of Cotton Australia Consumer Advertising

Trade Advertising – USA
Cotton Incorporated has developed a unique concept for trade advertising using
“Cotton Characters” dressed in mini-cotton outfits. The 14-inch dolls each have a
name and come with their own styles in latest cotton trends.

These advertisements have been used to promote cotton to the fashion trade
throughout America.

 Relaxed      Smart       Surprise    Tailored      Tough      Tropical        Up

 Brilliant    Dapper    Elementary Executive      Freestyle      Fresh       Sheer

  A selection of Cotton Incorporated “Cotton Characters”, used in trade advertising

Generic Advertorials: South Africa
Cotton SA, in conjunction with its major mark holders, places advertorial/promotional
pages in national magazines to promote cotton. These pages run with a competition
where readers can win cotton or related products.

Example of Cotton South Africa Advertorial

Promotional Activity 2: Awards

Brazilian Textile Oscar Awards
Each year the Brazilian Textile Association coordinates an awards ceremony to
acknowledge the contributions of the textiles industry.

There are 15 categories include Spinning, Weaving, Designers, Models and
Photographers. This year, for the first time, there was a category for cotton growing
to award excellence in quality and service.

The winning grower (pictured), Mr Alberto Schlatter, was presented with his award in
front of 500 guests from the fashion trade, by a high profile Senator.

For more information on the Awards, please see www.abitfashionbrasil.com.br

Award Winner Mr Alberto Schlatter
receiving his award

Cotton South Africa Awards
Cotton SA annually honours the best performers in the South African cotton industry
who are members of the Cotton Certification Scheme. A set of criteria based on the
quality of product, service and management is utilised by an independent consultant
to evaluate the users of the Cotton Mark.

This award is made to the best farmer, ginner, spinner, weaver, knitter, clothing
manufacturer, home textile manufacturer and retailer. Recently, a special merit award
for cleaner textile production has been introduced.

The awards evening forms the highlight of the South African cotton calendar.

Some winners pictured with their awards

                                          - 10 -
Promotional Activity 3: Conferences

International Conference for Cotton Promotion - Poland
In September 2001, the Gdynia Cotton Association (GCA) organised an International
Cotton Conference dedicated to cotton promotion. The Conference was entitled
"Cotton Friendly to People and Environment”.

Conference guests attended from the USA, England, France, Germany, Switzerland
and Uzbekistan, with a significant group of Polish participants.

There was substantial media coverage of the Conference throughout television, radio
and daily and branch newspapers.

The GCA is “convinced that the Conference accomplished its educational effect.”

                                       - 11 -
Promotional Activity 4: Cotton Marks

Cotton Mark - Poland
The Gdynia Cotton Association (GCA) registered its own Cotton Emblem (pictured)
with the Polish Patent Office on April 15, 1991.

Since then, the GCA has been licensing the GCA Cotton Emblem to its domestic
members only, for product promotion on the Polish market.

The original intent of the Board of Directors of the Gdynia Cotton Association, in
consultation with Polish and foreign members, was to develop a substantial campaign
to promote cotton and cotton products.

An advertising agency was appointed to develop this campaign and recommended
that the Cotton Emblem registered by GCA would be the best medium for cotton
product promotion in Poland.

The campaign was to have two stages:
· Promote the Cotton Emblem to manufacturers of cotton goods and encourage
   them to use it.
· Promote the Cotton Emblem to consumers of cotton goods, with messages about
   the positive health and environmental aspects of buying and using cotton goods.

The GCA planned to launch its campaign using Polish TV, radio, daily newspapers
and women magazines with wide circulations. Unfortunately, the high cost of this
advertising, combined with an economic recession in Poland made it impossible to
implement the campaign in full. The Board of Directors decided to suspend the
action until the condition of the Polish economy improves.

However, the GCA decided to implement a direct mail campaign and to issue a
special leaflet to hundreds of private cotton mills and manufacturers who were not
GCA members.

The main goals of this strategy were:
· To build trademark awareness
· To increase sales of products with the trademark

                                        - 12 -
The leaflet outlined the benefits of using the trademark for producers, such as:
· Ennoblement of the company, company prestige and improved consumer attitudes
· Opportunity to stimulate demand for products carrying the trademark and increase
· Increase number of loyal clients
· High trademark awareness helps producers better keep their market position over
   competitors and with consumers
· Quality guarantee – eliminates buying risk, clients protection
· Products with the trademark are easily identified by consumers, shopping is made
   easy and the process of decision making is shorter
· Consumers are protected by having high quality products
· Consistent quality regardless of where the product is sold.

The leaflet was mailed in March 2001 but final results have not been determined as

Cotton Mark - Australia
The Australian cotton symbol is widely used and recognised throughout the
Australian cotton industry including the research, grower and supply sectors. It is
also offered as a marketing tool to companies producing products made from
Australian cotton. Cotton Australia administers use of the Cotton Marks.

Companies use the symbol to promote the benefits of their products as “cotton” and
often as “Australian”. Manufacturers for use on Australian cotton products purchase
Cotton Mark swing tags from Cotton Australia at cost. There is no fee charged for
using the mark.

There are currently 60 registered users of the Cotton Mark, promoting cotton on
millions of products each year. However, Cotton Australia does not currently have
the resources to promote these marks in the mass media, so its effectiveness is limited
as a marketing tool for generating significant demand for cotton.

                                       Cotton Mark – to be used on items containing at
                                       least 95% cotton. Must be used in tandem with
                                       the word “Cotton” or in cases where the item
                                       contains “100% cotton”, must be used with the
                                       words, “Cotton”, “100% Cotton” or “Pure Cotton”.

                                       Cotton Blend Mark – to be used on items
                                       containing at least 50% cotton. Must be used in
                                       tandem with words “Cotton Blend”.

                                         - 13 -
Cotton USA Mark

Cotton Council International (CCI) developed its international trademark, the
COTTON USA Mark, in 1989 after conducting extensive consumer research and
consulting with a leading international design firm. The COTTON USA Mark is used
as a sign of quality to promote raw cotton fibre as well as cotton yarn, fabric and
finished products containing a majority of U.S. cotton.

Advertising and public relations campaigns were launched in key markets in Western
Europe, Japan, Korea and Taiwan to promote the COTTON USA Mark. The success
of the campaigns in these original target markets and the increased globalisation of
the textile industry led CCI to expand its promotion efforts to Southeast Asia and
Latin America.

CCI’s promotional activities have convinced retailers and manufacturers to demand
textile inputs that qualify for Mark labelling. In CCI program countries, consumer
awareness and consumer preference for products bearing the Mark has increased from
19% in 1989 to 43% in 1998. In CCI's primary program markets in Asia, the
awareness has reached 61%. In Korea, awareness has reached 84% and in The
Philippines it has reached 85%.

For very good and detailed information on retail and consumer promotions and public
relations campaigns for the Cotton USA Mark, go to:

For details on Cotton USA Mark licensing arrangements, go to:

                                       - 14 -
CCI intends to use the "COTTON USA - Passion for Pure Cotton" concert featuring Taiwan's
         premier musicians to increase sales of 100% cotton products made with a
                                   majority of US cotton.

                                         - 15 -
Cotton Mark South Africa
One of Cotton SA’s key projects is administering and marketing South Africa’s
Cotton Marks.

Cotton SA is responsible for:
· Control & Administration of the S.A. Cotton Marks
· Providing a communication channel to licensees/mark holders
· Planning and coordinating promotional and marketing activities

Pure Cotton Mark                            Cotton Blend Mark
Minimum cotton content: 95%,
85 % for socks                              Minimum cotton content : 33 %

Aims and Benefits of SA Cotton Marks
· Consumer identification with SA Cotton goods, manufactured locally by own
   labour force
· To inform consumers about quality and inherent characteristics contained in
   cotton merchandise
· To create a selling point for the mark holders’ merchandise
· Consumer and trade promotions and marketing campaigns
· Registered Trade Mark protected by SA Law
· Use of Cotton Marks contributes to socio-economic benefits of people living on
   marginal land

Application Procedure
· Submit application form
· Submit prescribed samples of fabric qualities and colours
· Visit to new applicant’s operation - optional
· Report on new applicant’s operations - optional
· Issuing of laboratory results
· Licensing
· Payment of membership fee

Income generated through:
· % of statutory levies paid by producers
· Membership joining fees
· Royalties by label manufacturers
· Royalties by endorsements

                                       - 16 -
Cotton South Africa Trade Marketing Activities for Cotton Marks

        Swing tag labels on cotton

 Mark holder Tours to cotton farms

                Outdoor Billboards

    Advertising and Advertorials in
                  trade magazines



                                      - 17 -
Cotton South Africa Trade Marketing Activities for Cotton Marks

           Registered Trademark

Print media advertising campaigns

      Joint retail in-store seasonal

         Joint TV advertising and
   sponsored programs with retail

                                       - 18 -
Promotional Activity 5: Education

The Cotton Discovery Centre - Australia
Cotton Australia’s education program is run out of the Cotton Discovery Centre,
located within The Cotton Store, a cotton retail outlet in Sydney. This education
facility is open to the public seven days a week, and is also available to school and
adult education groups.

A series of touch screen computers, touch and feel displays, fibre and fabric samples
and information boards are set up in a unique and interactive learning environment.

A team of three full and part time teachers take classes throughout the year across the
following subject areas:
· Textiles
· Design and Technology
· Business Studies
· Commerce
· Agriculture
· Geography
· Science
· Primary School Program

The following page gives a brief summary of each subject area.

This year over 12,000 school students will attend the Cotton Discovery Centre and a
further 25,000 will learn about cotton through the Education Outreach program that
travels to areas outside Sydney.

The Outreach Program takes education into classrooms in areas where cotton is grown
in Australia. It is tailored to primary school classes, and is a basic lesson with the
theme “From Field to Fabric”. In many cases, local Cotton Grower Associations also
fund visits to cotton farms and gins, where the lesson is given in the cotton field.

Cotton Australia recently evaluated the success of its education programs using a
market research company that surveyed students before and after they participated in
the education programs. The results have shown this is one of the most valuable
promotional activities undertaken.

Cotton Australia’s education kit can be downloaded from:

                                         - 19 -
All the Cotton Discovery Centre Programs are based on the current New South Wales
Board of Studies syllabi. A list of subjects offered is found below:

Primary               The program introduces students to the whole cotton production chain. Students
                      will learn while having fun completing worksheets and hands-on craft activities.

Agriculture           Students investigate environmental sustainability issues in the cotton industry,
                      and the production and marketing of this valuable resource. Innovations in plant
                      breeding, genetic engineering and pest and disease control are introduced and

Business Studies      Year 11
                      Students study The Cotton Store (an industry funded retail and education concept
                      store) as an example of a small business. The program also touches on
                      Establishing a Business and Key Business Functions.

                      Year 12
                      The main focus of the Year 12 Program is Global Business and Marketing. An
                      optional extra is for students to complete a one-hour program on Employment

Commerce              Students go on a virtual tour of a diversified agribusiness specialising in cotton
                      production. Students have the opportunity to review the company’s business
                      practices, determining if they are socially just and ecologically sustainable.

Design & Technology   The Cotton Discovery Centre gives students an innovative and technologically
                      advanced way to study Australian Designers, their work and factors affecting
                      design and production.

Geography             Year 11 & 12
                      Cotton is the perfect economic activity to study to complete the Productive
                      Activity or People and Economic Activity sections of the Stage 6 Syllabus.

                      Year 7 - 10
                      The program for Years 7-10 involves a decision making process which enables
                      students to examine aspects of Global Citizenship and environmental

Science & Biology     Students look at the use of biotechnology in cotton production. The program
                      involves the students participating in the extraction of DNA from plant cells.

Textiles & Design     Students learn about fibre blends and yarn structures, fabric construction and the
                      principals of design. Students are introduced to prominent Australian designers,
                      as well as the properties and performance of The Australian Textile, Clothing,
                      Footwear and Allied Industries.

                                             - 20 -
- 21 -
    Cotton Australia staff member teaching students in the field in Queensland

Moree East Primary School – one of many rural schools visited with CA’s Outreach

Students learn about the science of cotton growing at Science in the City Exhibition

           Student attends Textiles class at the Cotton Discovery Centre

                                       - 22 -
Promotional Activity 6: Fashion Shows

International Fashion Shows - Turkey
The Istanbul Textile and Apparel Exporter’s Association has a long-term strategic
plan to promote the country’s textile and apparel capabilities throughout the world. It
has launched a Turkey brand concept to support Turkey’s talented designers.

In this regard, ITKIB sponsors fashion shows in New York, London and Paris of
designers whose work has already been recognised internationally by the fashion
world, retailers and consumers.

ITKIB also has an imaginative fairs organisation within its structure, which
successfully brings Turkish product to international prominence at the major shows
around the world. This organisation assists its members in showing their products and
attracts added interest in its stand designs and with its publications and occasional
fashion or other shows and demonstrations.

DICE KAYEK in Paris 2002

                                         - 23 -
Australian Fashion Week
Cotton Australia was a major sponsor of Australian Fashion Week for the first time in
May 2001. Australian Fashion Week is one of the world’s leading fashion shows,
with keen domestic and international interest.

Australian Fashion Week comprised a series of fashion collection shows during the
week, and a public exhibition on the weekend. Over 10,000 delegates including
international and Australian buyers, media and designers attended the event in

This represented an important opportunity to tell the Australian cotton story, to
promote cotton to a key group (the fashion industry) and to influence designers
making decisions about the fabrics they use.

Cotton Australia’s involvement included:
· Major event sponsorship status
· Major sponsor of the Student Collections parade
· The awarding of the Cotton Australia Fashion Scholarship
· An exhibition display
· Presenting sponsor of the Fashion Seminar

                                Cotton Australia CEO Philip Russell presents Student
                                    Collections winner with a $5000 scholarship

                                         - 24 -
Cotton Creations Fashion Parade - Australia
Cotton Australia sponsors and coordinates a series of Cotton Fashion Parades at a
major show in Brisbane, called the EKKA, in August each year. Queensland
designers are asked to submit a series of interesting garments made from at least 50%
cotton to show in the parade. The 30-minute show attracts approximately 50,000
visitors each year and is one of the most popular events at the EKKA. Substantial
media coverage is also generated.

Cotton Australia hosts a display and runs an education program in association with
this event that this year saw over 2000 students learn about cotton.

        K. Kavanagh                         Hippies                           Trio

              Pictured here are some of the designs showcased in 2002

                                        - 25 -
Promotional Activity 7: Cotton On the Internet

Brazilian Textile Association

The Brazilian Textile Association website is in Spanish, with an English version due
to be introduced in December 2002. There are many categories of information, with a
distinct focus on news and events with a calendars of activities such as textiles fairs,
awards and media appearances. The latest textile industry news is also available,
along with services and a downloadable section. While the site is not specifically
about cotton, there are plans to extend its focus.

Cotton Australia

Cotton Australia’s website is a bank of information on cotton in Australia. It has a
section devoted to “Fashion and Lifestyle” focused on promoting cotton. The section
includes information on the properties of cotton, interviews with designers about why
they like to work with cotton, what’s in fashion and cottonseed oil recipes. The
Cotton Store section also offers an online ordering system for cotton products, as well
as product information and special offers.

Cotton Incorporated

Cotton Incorporated has a comprehensive website with vast amounts of information
for the consumer, mostly targeted at women. The “Fabric of our Lives” section
covers issues such as fabric care, fabric glossary, cotton tips and suggestions for
brides, mothers and babies as well as feature pieces on, for example, “organising a
linen closet’.

Market research is made available, with the regular “Lifestyle Monitor” reports
available for download, covering a new topic each quarter.

The site is open for media to use, with many articles available for reproduction.

Cotton South Africa

Cotton South Africa has a website with sections covering “Educational and
Promotional”, “The Cotton Mark”, “Publications and Technical Information” and
“Economic Information” that would be very interesting for the consumer.

The “Educational and Promotional” section covers the ‘history of cotton’, ‘did you
know’ and ‘cotton growing areas’ and an educational brochure can be ordered online.

                                         - 26 -
Cotton USA

This site’s main purpose is to promote the activities of Cotton USA and in particular,
the Cotton USA Mark. There are sections on news, events, reports and updates on
CCI’s export sales and activities and research papers available.

East India Cotton Company

This site has a small amount of information of interest to the consumer. Two sections
including “major cotton producing areas of India” and “varieties grown in India” may
be useful.

Istanbul Textiles and Raw Materials Exporters Association

The website of ITKIB contains information primarily for exporters, as well as
information for prospective importers such as locating the suppliers of various textiles
and clothing manufacturing and exporting companies (the latter being in English).

The site also contains an electronic version of a monthly magazine related to the
ITKIB’s activities (in Turkish).

There are plans to expand the site to include information relating to cotton promotion
for consumers, but this could take some time.

Liverpool Cotton Association

Due to the nature of the Liverpool Cotton Association, being an organisation
primarily for cotton traders and merchants, there is understandably little information
on this site for the consumer.

                                         - 27 -
Promotional Activity 8: Printed materials

Cotton Australia has produced a series of brochures, fact sheets and postcards about
the cotton industry and cotton products. One brochure is dedicated to the promotion
of “cotton as a product.”

Brochure outlining the benefits of cotton

South Africa
An educational brochure that meets the needs of scholars and students is available
free of charge to people living in South Africa. The brochure contains sections on the
history, production, processing and uses of cotton.

The Cotton SA Katoen magazine is published quarterly and distributed to cotton
growers and the rest of the cotton pipeline. The magazine contains a wide spectrum of
editorial content including market reports, research, best management practices,
integrated pest management and textile tendencies.

Cotton SA Katoen Magazine

                                            - 28 -
The Istanbul Textile and Apparel Exporters’ Association has a brochure entitled
“Textile in Turkey” that outlines some of the initiatives of the ITKIB and the benefits
and properties of Turkish designs and fashion designers.

Front cover – Textiles in Turkey brochure

                                         - 29 -
Promotional Activity 9: Retail

The Cotton Store - Australia
The Cotton Store is an interactive education and retail outlet, selling unique
Australian cotton products, at Harbourside Shopping Centre, Darling Harbour in

Australian fashion designers showcase a large range of adult and children’s fashions,
cottonseed oils, moisturisers, bath towels, cotton paper, cards, soaps, candles, fabric
and bed linen. About 95% of the products are made from Australian grown cotton
and manufactured in Australia.

The Store is owned by Australia’s cotton growers, and is a permanent promotion of
Australian cotton, open to the public seven days a week. Interactive displays,
computers and signage educate shoppers about the benefits and qualities of cotton and
the cotton industry.

A huge video wall continuously plays footage of the industry and fashion, adding to
the Store’s educational value.

The Cotton Store Concept

Shopper reading interactive signage

                                         - 30 -
Promotional Activity 10: Shows and Events

Cotton Australia attends over 50 local shows each year, many in areas where cotton is
grown. Display materials focus on the cotton industry, where cotton comes from and
cotton end products. Thousands of Australians receive a message about cotton in this
way each year.

For example, the Royal Easter Show in Sydney in April 2001 saw many thousands of
people pass through the Cotton Australia display area. The unique properties of
cotton, such as its blendability and versatility are showcased – for example fireman’s
uniforms coated with Proban, army uniforms, hygiene and cotton oil products are

A survey conducted at the Royal Easter Show in Sydney in April this year showed
that people were most interested in the interaction they had from staff that could talk
them through the process and answer any questions they had.

On-line Photo Libraries

Members of the Forum for Cotton Promotion may be interested in accessing on-line
photo libraries for cotton images to use in printed materials. The following web sites
may be useful.

Available on Cotton South Africa’s website is a series of images arranged in sections
including pests and pest control, planting, harvesting, the cotton plant and quality
control. These images are downloadable free at

Cotton Australia has a small number of images available for free at
You can also access further cotton images from Cotton Australia, scanned at high
resolution by email request: talktous@cottonaustralia.com.au

   Picking pic from Cotton       Cotton seed pic from Cotton    Cotton flower pic from Cotton
   Australia photo library             Australia library              Australia library

                                         - 31 -

For further information on any of the activities outlined in this document, please
contact the relevant member organisation listed below:

Name             Organisation       E-mail
Andrew           Abit-Brazilian     macdonald@sankistatextil.com.br
MacDonald        Textile Industry
Brooke Lewis     Cotton Australia   brookel@cottonaustralia.com.au

Zbigniew         Gidynia Cotton     ib@gca.ovq.pl
Roskwitalski     Association
Thinus Verryne   Cotton SA          cottonmark@cottonsa.org.za

Sebahattin       Turkish Textiles   sgazanfer@hotmail.com
Gazanfer         Exporters
Allen Terhaar    Cotton Council     aterhaar@cotton.org
Berrye           Cotton             bworsham@cottoninc.com
Worsham          Incorporated

                                         - 32 -

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