INTERNATIONAL CALENDAR GIRL

An "iconic" photograph of a Cumbrian cow is set toreceive international recognition following publication in the 2008 Semex Alliance calendar. The 2007 UK National Holstein Show Grand Champion, Carhall Lyster Elizabeth EX, is bred and owned by father and son, Ian and Mark Mallinson, Armathwaite, Carlisle, and their home-grown Champion cow is now set to be viewed by a global audience of millions.

Carhall Lyster Elizabeth with Glyn Lucas

The much sought-after calendar is distributed in over 117 countries worldwide by the Semex Alliance and features images sourced on a global-basis. The image of Carhall Lyster Elizabeth is the only UK photograph to feature in the final twelve submissions according to her joint-owner, Ian Mallinson. “Obviously, I’m thrilled that the photo appears in this famous calendar and cattle-breeders throughout the world will view the image. Our breeding-programme and prefix will now be exposed to a massive global audience and it’s incredible that we are receiving such immense publicity. However, I’d like to thank Bruce Jobson for taking this unique photograph,” he said.

Northumberland-based PR and Marketing agency Bruce Jobson Associates photographed the cow in July at the Royal Show, Stoneleigh, England, and subsequently forwarded the phototo the company’s Australian media-outlet. A few days later, a request for photographic submissions forthe forthcoming 2008 calendar arrived from the Semex Alliance office in Canada, and the image was duly forwarded from Australia to the Alliance main office in Guelph, Ontario. The iconic photograph was taken as part of an actual Royal Show action series with Carlisle-based Harrison and Hetherington auctioneer Glyn Lucas acting as leadsman according to Bruce.

“The photo captures the expression of intensity on Lyster Elizabeth’s face as she moved round the ring with Glyn on the halter. Most photographs are posed for camera but this was a moving action shot and the cow was clearly reacting to the crowd and the intense atmosphere. I just knew the photo was going to be very special," he said.

Variations of the original photograph have also recently been used by the Semex Allianceat the world’s two most prestigious agricultural showcase events, World Dairy Expo at Madison, Wisconsin, USA, andthe Royal Winter Fair, Toronto, Canada. The promotional feature is viewed as another global marketing success for Bruce, who formerly acted as a consultant to founder and former Head of Semex UK, Drew Sloan, OBE, and is credited with the internationally acclaimed marketing campaign, “The Semex Cow” and renowned slogans such as, “Seeing is Believing” and “It’s all in the Genes.”

“The image of Lyster Elizabeth was enlarged to become a premier feature on the Alliance’s ‘Walk of Fame” exhibition and subsequently, thousands of international visitors saw a huge photograph of the 2007 UK National Holstein Show Grand Champion at these two major international events. Seeing her image, as well as banners everywhere carrying the slogan, ‘Seeing is Believing’ was tremendous. In fact, it was totally surreal,” says Bruce.

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