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Beyond the Bale : March 2011
4 OFF-FARM March 2011 BEYOND THE BALE FAST FACTS l AWI has launched a new global marketing campaign that educates a new generation of consumers about the benefits of Merino wool. l In addition to apparel advertisements, influential global fashion industry leaders, such as Margherita Missoni and Alessandro Benetton, are ambassadors for the campaign and the fibre. l The campaign will be undertaken in partnership with manufacturers, retailers and the media over the next three years. AWI launched a $20 million, three-year global fibre education campaign in December to inform a new generation of consumers about the attributes and benefits of Merino wool. The "Merino Wool. No finer feeling" campaign aims to position Merino as the premium, luxury fibre of choice. There are several 'streams' to the campaign. Firstly the campaign aims to educate consumers about the natural qualities of Merino wool so they associate the fibre with quality fashion apparel. Secondly, influential fashion industry leaders have become "fibre ambassadors" telling the reasons why Merino is their preferred luxury fibre. Merino wool campaign la The campaign has been launched in prominent magazines such as Vogue, Vanity Fair, Harpers Bazaar, GQ and ELLE, targeting fashion conscious consumers. Initially launched in the UK, Italy, Germany, Japan and the USA, a wider global program is planned for 2011/2012 to include China, France and Australia, with further supporting trade activities in China, Italy and France. To date, the campaign has been seen by over 27 million people across five key markets. FIBRE EDUCATION AWI's Chief Strategy and Marketing advisor Rob Langtry says the fibre education campaign is targeted at the new generation of young consumers who prefer natural fibres and have the money to pay for it. "One stream of the campaign features modern and fashionable Merino garments on stylish, young models, with the iconic Australian Merino sheep acting as a reminder of the natural origin and provenance of garments," Rob says. "The campaign works on two levels: on an emotional level it refers to a sense of style and sophistication, while at a functional level it's a reminder of the physical reason why Merino is special. We want consumers to look behind the Left: An advertisement from the new global fibre marketing campaign. Above: President of the Australian Association of Stud Merino Breeders Tom Ashby helping out with the ram photoshoot at his property in South Australia.