CCI China & Hong Kong designed its latest COTTON USA campaign to tell cotton's “natural story” in light of the United Nations General Assembly naming 2009 the International Year of Natural Fibers.
Activities included fashion shows with COTTON USA licensees, U.S. cotton collections designed by celebrities, art exhibitions, print and interactive outdoor advertising, a consumer video competition and in-store promotions. Estimated consumer impressions through the outdoor advertising alone exceeds 400 million.
At the finale in Beijing, CCI launched a limited edition collection of U.S. cotton pieces co-designed by COTTON USA brand ambassador Big S and six COTTON USA licensees. Proceeds from the sale of these designs will be donated to the Chinese Environmental Protection Foundation.
Media representatives from China and Hong Kong who witnessed the launch hailed it as a breakthrough in the fashion field for gathering so many brands to share the same interest in protecting our “natural world.”
Cotton Council International
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