NATIONAL: Australian Wool Innovation (AWI) is behind a new merino wool education campaign that will roll out internationally over the next three years.
AWI chief marketing officer Rob Langtry announced the launch of the 'Woolmark merino wool fibre education campaign' at London Fashion Week on September 19, 2010.
The campaign, set to run from 2010 to 2013, will see “leading wool partners” unite to educate consumers on the benefits and attributes of merino wool. Campaign taglines include 'No Finer Feeling' and 'Find Merino'.
The merino initiative will be complemented by an expansion of the existing Campaign for Wool. Launched in January 2010 in the UK, the Campaign for Wool aims to educate younger generations in particular about wool's attributes, including its sustainability credentials.
The coalition of companies behind the Campaign for Wool – including AWI, the British Wool Marketing Board and the New Zealand government – will roll out the Campaign into additional 'key fashion markets' from 2011. Australia, New Zealand, the USA, Spain, Italy, Japan and Korea are among the intended recipients.
AWI CEO Stuart McCullough said the Campaign for Wool encourages consumers to opt for wool rather than synthetic fabrics.
“It is excellent to see that so many brands in the UK support the campaign and acknowledge the importance of sourcing natural fibres,” McCullough said.
AWI is owned by over 29,000 Australian woolgrowers and has offices throughout the world. The company works to increase worldwide demand for wool via investments in marketing and research and development.
Woolmark is an AWI brand.