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Published
May 4, 2015
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Lin: new BE LINEN campaign

Published
May 4, 2015

In fall 2010, the European Confederation of Linen and Hemp (CELC) launched the vast promotional campaign BE LINEN with a budget of 3.3 million euros, 50% of which was financed by the European Union. Many will remember the "live” exhibition focused on linen held on place du Palais Royal in Paris (1st arrondissement) and even some time later, during an edition of Pitti Uomo in Florence.

In June 2013, the linen exhibition held on place du Palais Royal in Paris - Photo AFP


Undoubtedly thanks to the tenacity of its director, Marie-Emmanuelle Belzung, CELC has just received a second grant from the European Union. The EU has agreed to co-finance, alongside industry stakeholders, a new 3.2 million-euros promotional campaign that the European Confederation of Linen and Hemp has dubbed BE LINEN#2.

The campaign should run from 2015-2018, and will be launched in September. But the CELC has already been present since May 1 at the Milan World Expo’s France Pavilion, the expo having just opened.

The campaign will focus on innovations involving the material as it is used across various sectors including: fashion, home, lifestyle and composite (technical textiles for sports, design, construction, etc.) 

The campaign will target France, Italy and Britain, its objective being to both boost distribution as well as to pique the interest of the general public. 

It will include a training component aimed at retail professionals and marketing schools in the 3 countries involved; creative workshops organized with the help of leading institutions [ENSAD, Politecnico, Royal College of Art...]; the employment of a new generation of digital tools [web documentary...] as well as an extensive media relations campaign complemented by initiatives first embarked upon during the previous campaign, BE LINEN # 1. 

"The campaign intends to showcase a material that is liberated from trends, becoming a permanent feature of slow-fashion and eco-design; a green fiber that is creative and innovative," said the organization.  

The event planning and branding agency Villadalesia & Co will be responsible for the executive production of BE LINEN # 2.
 

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