COTANCE makes promotional campaign for leather affor - leatherbiz: Lea Leatherbiz

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COTANCE makes promotional campaign for leather affordable, permanent and global

15/10/2012
At its autumn council meeting in Bucharest at the end of September, the European leather industry’s representative body in Brussels, COTANCE, said it was making a promotional campaign it first devised for leather in 2004 is to make a permanent comeback. In addition, it said the campaign, ‘That’s Life, That’s Leather’, will be available to leather industry associations not just in Europe, but all over the world.

After offering in Shanghai the licensing of its Campaign material free of charge in the newly established Executive Committee of ICT, COTANCE decided, in its Bucharest Council meeting of September 26, 2012, the institution of a Permanent Leather Promotion Campaign under the slogan “That’s Life, That’s Leather!”.

COTANCE said its campaign “proved that effective communication to the general public on leather does not need to be prohibitively costly”. Its idea is that leather trade associations around the world will be able to licence campaign material and begin using the slogan ‘That’s Life, That’s Leather’ to defend and promote leather. The Brussels-based organisation has said leather trade associations can join the campaign by subscribing to “a simple licence agreement”. With regard to cost, it has it would would welcome but not oblige user groups to give “a voluntary financial contribution”.

“The 2004 Campaign was developed as a postcard-exercise in which images of the omnipresence of leather in our lives testified to the usefulness of the material and the emotions that it engenders in people,” COTANCE said after the Bucharest meeting. “The permanent COTANCE campaign now launched in Bucharest intends to build on the success of the past and to develop a combination of traditional and internet-based communication tools.”

COTANCE has told leatherbiz that it will launch a new website in the coming weeks to “outline all possible options”.


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