NATIONAL: Australian merino wool is set to make its Hollywood debut. The agency responsible for promoting the fibre, Australian Wool Innovation (AWI), has paid for a product placement in upcoming chick flick movie How to Lose Friends and Alienate People making its Australian debut in October.
The unique initiative is part of a $120 million investment AWI will make to relaunch Australian merino as a "clean, green" luxury fibre.
The new marketing program includes a new corporate identity, new brand ambassadors and new imagery.
For more on this story see Ragtrader August 22 issue.