Project Description

Project Brief

Create buzz around the unveiling of new brand identity at Heimtextil, educate retailers and manufacturers about the new DNA-based acccreditation process and grow global trust of Egyptian Cotton as sustainable caring brand to tie in with modern consumer concerns.

Client Says

jwc delivered above and beyond their brief, thanks to smart thinking and diligent project management.

A selection of coverage from the campaign


Egyptian Cotton is a by-word for luxury linen, the long-staple cotton is the softest and most exquisite in the world.

The brand were being damaged by counterfeit goods, so their parent body – The Cotton Egypt Association, launched a DNA-based accreditation scheme. This also tied in to a global rebrand of Egyptian Cotton.

We were brought in by branding agency Salesworxs, to assist with the PR element of this global re-brand for Egyptian Cotton.

As well as creating a buzz around the unveiling of the new brand at Heimtextil, trade show in Frankfurt, our brief was to educate retailers and manufacturers about the new DNA-based accreditation process, and to raise awareness of Egyptian Cotton’s focus on sustainability.

Strategy And Tactics

Part of our tactics were to bring in senior figures from John Lewis and Dunelm, to voice support for the new scheme.
We paired this with some gorgeous visuals – the new ‘Be Human’ brand images from Salesworxs – and created a media pack for the trade.
We delivered to key trade media globally – selling in to India in the morning and the US in the afternoon – and arranged for meetings with journalists at the Heimtextil stand.

We have followed this with a number of campaigns over the past two years, including:

  • US-based consumer research which shows Egyptian Cotton is the most recognised luxury cotton brand
  • Engaging the Egyptian Department of Trade to back a sustainability award for retailers and mills who invest in supply chain welfare
  • Supporting and providing content for social media activity
  • Regular reporting on industry changes and improvements as a result of investment in sustainability programmes


  • To date we have delivered 100s of pieces of coverage globally in key trade outlets for Egyptian Cotton and the Cotton Egypt Association
  • Two extensive interviews with CEA chief Exec Khaled Schuman, in top tier trade publications in the week before the trade show in Frankfurt
  • 34% increase in trust in EC amongst surveyed retailers
  • Campaign ongoing – we continue to be retained to deliver their global trade communications