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What does the red armchair mean?<br />

The establishment of the new advertising campaign<br />

"The Comfort of Competence" at the ITMA 2011 was<br />

a complete success. The comfortable red armchair –<br />

symbol for the comfort that <strong>Rieter</strong> offers its customers<br />

– was the center of interest and was frequently<br />

photographed. The armchair was surrounded by our<br />

hostesses. This gave our customers an attractive<br />

memento of the 4 <strong>Rieter</strong> yarns – ring yarn, Com4®,<br />

ComfoRo® and ComforJet®.<br />

The red armchair was visible at the entire exhibition<br />

as it also decorated the coveted <strong>Rieter</strong> bags. With<br />

these bags on wheels, the customers could conveniently<br />

take home their <strong>Rieter</strong> brochures.<br />

The comfort of partnership could be enjoyed by our<br />

customers during the Happy Hour on the stand. The<br />

BARcelona was meeting point for textile experts.<br />

Every evening, delicious tapas were served to give a<br />

treat to the customers’ palates.<br />

4 spinning technologies – 4 yarns<br />

With the introduction of a new spinning process, it<br />

is important to inform spinning companies of the<br />

advantages of the new spinning process. But knitters<br />

and weavers must also know what advantages<br />

the use of a new type of yarn offers. For this reason,<br />

<strong>Rieter</strong> carries out intensive marketing for the 4<br />

<strong>Rieter</strong> yarns.<br />

Nadia Qaud<br />

Senior Marketing Manager<br />

Winterthur<br />

nadia.qaud@rieter.com<br />

<strong>LINK</strong> 58 . 2 /2011<br />

EVENTS<br />

At every ITMA, the yarn types and their range of applications<br />

are explained by our technology team on<br />

the stand. On an additional stand in the section Fibers<br />

and Yarns, we presented the different characteristics<br />

of the yarns to weavers, knitters and yarn<br />

dealers and promoted our reference customers and<br />

licensees. This service was much appreciated and attracted<br />

great attention.<br />

And in 4 years ...<br />

The ITMA Barcelona was well-worth a visit. The sales<br />

success of the new products during the exhibition<br />

speaks for itself. The next ITMA in Europe will be<br />

held in November 2015 in Milan, Italy, close to Malpensa<br />

Airport. <strong>Rieter</strong> is already working on innovations<br />

so that they are ready by the next ITMA and can<br />

be launched on the market. 11-203 •<br />

13

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