In early 2004, the two most successful organizations serving the craft and hobby industry, the Hobby Industry Association (HIA) and the Association of Crafts & Creative Industries (ACCI), joined together to form the Craft & Hobby Association (CHA). Together as CHA, the new Association forms a single more dynamic and powerful force to drive the craft industry into the future. CHA is actively involved in national promotional events designed to increase customers' knowledge and awareness of industry products with the branding campaign Crafts. CHA continues to inspire occasional crafters to craft more often through it's consumer-motivated message. The promotions are geared to generate excitement about crafting and to highlight the many emotional benefits it produces. In addition to the promotions, every year the Association holds two annual trade shows, the largest craft and hobby supply expositions in the world.