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Beyond the Bale : December 2018
As part of AWI’s Live & Breathe global consumer campaign, a broad range of key influencers across the world championed the natural performance benefits of wool. From hiking a national park in Colorado, to climbing in the French Alps, or practicing yoga in Japan, these key opinion leaders tagged #LiveandBreathe on Instagram and shared their experiences of wool with their fans. Here is a small selection of their Instagram images... AWI’s Live & Breathe campaign set out to educate a new generation of consumers about the technical performance benefits of Australian Merino wool. In addition to the rollout of the short campaign film, AWI also ran an outdoor advertising campaign and partnered with leading media and influencers across the world to promote Merino wool. LAURA WHITMORE ACTRESS AND TV HOST @thewhitmore 549K Instagram followers “Mornin! Friday vibes in Merino wool which is a sustainable alternative to synthetic fabrics making it better for the environment and me! And The Woolmark Company works with Australian woolgrowers who ensure the highest standards of animal welfare.” JAKE GUZMAN OUTDOOR LIFESTYLE PHOTOGRAPHER @jguzmannn 101K Instagram followers Hiking throughout the Pacific Northwest of the USA: “I’ve teamed up with The Woolmark Company on a recent adventure to test out clothing made of Merino wool – the breathable fabric was extremely comfortable.” In September, AWI’s marketing subsidiary The Woolmark Company unveiled its first direct consumer marketing campaign in nearly 10 years, championing the technical benefits of Merino wool. The overarching message of the campaign is that wool is breathable, making it the perfect fibre for performance and athleisure. Importantly, the campaign set out to not only drive awareness of the fibre but also influence the purchasing decisions of global consumers. The campaign film was initially rolled out across social media, and more than eight million people across the world have seen the film, with 877,000 shares and reactions across social media channels. The USA was OUTDOOR ADVERTISING There were more than 325 instances of outdoor advertising across the world. In the USA, billboards and bus stop adverts were focuses in New York City and San Francisco. Tube stations in London were taken over by wool, and billboards championed wool’s message across Tokyo. These locations were strategically selected with the latest heatmap technology to identify high-traffic commute areas. About 20 million people have seen this outdoor advertising. Research shows that millennials – our target audience – commute to work on public transport or by foot and it was our aim to disrupt the commuter journey. We were able An example of the Live & Breathe campaign advertising in San Francisco. LIVE & BREATHE CAMPAIGN the most engaged market, with San Francisco the most engaged city followed closely by New York City. The film won a prestigious gold award at the World Luxury Awards held in Monaco. 6 OFF FARM #LIVEANDBREATHE WOOL ADVOCATES
In the Shops - March 2019