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Beyond the Bale : June 2015
OFF FARM 19 The window displays of Sportscraft stores featured ‘Watts on wool” imagery along with Sportscraft’s ‘We love wool’ promotional collateral, Woolmark branding and the all important wool apparel. Point of sale collateral featured collateral from the marketing campaign alongside the wool apparel for sale. In time for winter 2015, Sportscraft has launched a collection of Woolmark-certified clothing for both men and women available in-store and online. The collection includes modern knit jumpers, chunky turtlenecks and cardigans, coats and luxurious dresses in warm camels, greys, taupe, cream and winter whites. Helping to champion Sportscraft’s winter wool collection is actress and newly signed brand ambassador Naomi Watts, whose love for luxurious soft wool pieces made her a perfect fit for the striking winter campaign, which showcases the brand’s classic-yet- modern approach to style. “I’m drawn to Sportscraft's modern simplicity and classic style, in particular their beautiful wools and textures,” says Watts. “It triggers fond memories of growing up in Australia.” To celebrate the collection’s launch, Sportscraft has released a short film featuring Watts wearing key pieces from the winter collection. “It’s more than just a feeling; it’s a simple, honest way of being; it’s nature in all her splendours,” explains the film. To complement the film, 45 Sportscraft stores across the country installed special Watts on Wool windows, with David Jones city stores in Sydney, Melbourne and Perth also featuring window displays and promoting the campaign via their social media channels. Throughtout April and May six billboards featuring Naomi Watts were also erected at major venues including Sydney Airport and Melbourne Emporium. Sportscraft’s website was also taken over by wool, with its home page promoting the wool products and purchase via its online shop, the collaboration with The Woolmark Company, the benefits of the fibre and how to care for it. MORE INFORMATION www.sportscraft.com.au Sportscraft’s website not only highlighlights marketing collateral related to wool, it also shows a direct path to the company’s online shop where consumers can buy wool apparel. The Woolmark-certified clothing included Woolmark swing tags that provides consumers with an assurance of quality.