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Beyond the Bale : March 2011
6 OFF-FARM March 2011 BEYOND THE BALE FAST FACTS l The 'Campaign for Wool' will this year extend across key northern hemisphere consumer markets and into Australia. l The Campaign will feature an International Wool Week that aims to educate consumers about wool's unique natural properties that can benefit consumers and the planet. l The Campaign is a five year initiative that will work alongside AWI's other marketing campaigns. Following its successful launch in the UK last year, the Campaign for Wool will expand globally this year into other key northern hemisphere consumer markets and will also make its debut in Australia, the world's largest producer of wool. The highlight of this year's Campaign will be International Wool Week to be held in September, with high profile promotions currently planned in Italy, Spain, Germany, the Netherlands, the UK, the United States and Japan. The Australian rollout of the Campaign for Wool is being launched this month with a host of events and promotions (see article opposite). AWI CEO Stuart McCullough said the Campaign's initiatives around the world in 2011 will build on the success achieved in the UK last year. "It was tremendous to see so many retailers and brands in the UK supporting the Campaign for Wool last year. I'm pleased to report that brands including Pringle of Scotland, Jaeger, John Lewis, Hobbs and Aquascutum are among those that have already confirmed their continued support of the Campaign," Mr McCullough said. "The Campaign will extend in 2011 across key global consumer markets and will work alongside AWI's other marketing campaigns. We aim to build a lasting profile for the fibre and reconnect people with the versatility of wool -- from the next to skin luxury of Merino apparel, to the safety and comfort of wool carpet. "During International Wool Week in September, seven major cities renowned for trend-setting in fashion or interior textiles will host events and promotions to educate consumers about the fibre's unique natural benefits." International Wool Week will run from 5-11 September. In addition to retailer window displays featuring wool, and promotions at trade and regional events, there will be a number of highlight events to capture the media's and public's attention. The highlight of Wool Week in the UK will be an innovative exhibition to be held in London. Vice Chairman of the Campaign for Wool, and Managing Director of Condé Nast (publisher of magazines including Vogue), Nicholas Coleridge, says: "We want to motivate and inspire the general public to engage with the wondrous natural fibre of wool. An exhibition showcasing exclusive, innovative, and extremely unique items from fashion through to interiors will achieve just this; I feel it will help to educate consumers about the endless possibilities with wool." Other international highlights include: l Madrid, Spain: Prestigious Serrano St will be decorated with wool by fashion and interior designers. l Tokyo, Japan: Sheep will graze in several of the city's streets. l New York, USA: New York City will welcome some of the best designers and decorators with wool. l Amsterdam, The Netherlands: A wool exhibition will be created by final year design students. l Munich, Germany: An exclusive installation that will push the boundaries with wool is being prepared. l Milan, Italy: The city of fashion is sure to capture the romance of wool. The five-year Campaign for Wool, initiated by and with patronage from His Royal Highness The Prince of Wales, is supported by a coalition of international industry groups that are united by a common goal to educate consumers about the fibre's unique natural benefits. The initiative is funded by Commonwealth wool bodies AWI, British Wool Marketing Board, International Wool Textile Organisation (IWTO), Viking Wools of Norway and New Zealand woolgrowers. More information: www.campaignforwool.org Campaign for Wool goes global THE 2010 CAMPAIGN FOR WOOL IN THE UK • 118 companies supported the Campaign • 891 stores installed Point of Sale material • 415 store windows were dressed • Over 164.5 million people were reached with the Campaign message • £1,608,703 (AU$2.5 million +) advertising value achieved via media communications • Over 6,000 consumers attended key events • 25,873 people were reached online • Over 200,000 people received Campaign information via email.