Cork Industry To Begin Public Relations Blitz

Santa Maria de Lamas, Portugal, Feb. 9, 2010--The cork industry is preparing a 20 million euro advertising campaign using cork's 'scientific background' to convince the public of its benefits, according to decanter.com.

From April 2010 to June 2011 the Portugese, via Apcor, the Portugese Cork Association, will run promotions via TV, radio, press, wine fairs and the web.

Apcor will also launch a recycling programme for cork stoppers through partnerships with restaurants, supermarkets, storage facilities and recycling plants.

Twelve million euros have been earmarked for the UK, France, Germany, Italy and the U.S. Each country will run its own campaign, with the common message that cork is a traditional but innovative and sustainable industry.

The 12 million euros devoted to cork stoppers is part of a global campaign financed by the Portugese government.

Another 8 million euros will be dedicated to promoting cork's usefulness to the construction and aeronautics industries.