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Beyond the Bale : December 2011
To support the 'Merino. No Finer FeelingTM' campaign, AWI is using digital media including websites and iAds to help educate technical savvy young consumers, born in an era of disposable fashion, about the attributes and benefits of wearing Merino wool. "We need to deliver our messages in a way that young consumers want it delivered," explains AWI's chief strategy and marketing officer Rob Langtry. "That means using a lot more digital and mobile media rather than traditional forms of advertising. The digital and mobile space is this new generation of consumers' home turf and it's where they research what they're going to spend their money on. "As an ingredient brand to fine fashion, AWI is sending its message New digital media 7 OFF-FARM December 2011 BEYOND THE BALE of natural comfort and style in a smarter way rather than shouting louder." Merino.com AWI is using the new Merino.com website to support the 'Merino. No Finer FeelingTM' campaign and inspire consumers to discover and enjoy Merino's unique properties. The site features a contemporary, visual style and ever-growing collection of news and informative resources. While championing the unique qualities that make Merino a premium natural fibre, Merino.com also educates consumers about Australian Merino wool from its beginnings in Australia over 200 years ago through to modern day practices in responsible farming. The website has a 'Fashion' section that provides the latest Merino related fashion news, and information on why designers love using Australian Merino in their collections: its versatility, superior handle and drape, colour capability, elasticity and finesse. It also features sections devoted to 'Active Wear' and 'Mothers & Babies', which illustrate how the benefits of Australian Merino extend beyond how it looks and feels through to its exceptional performance attributes. iAds AWI is running an eight week iAd advertising campaign as a key support for the 'Merino. No Finer FeelingTM' campaign. iAd is Apple's mobile advertising network, reaching millions of iPhone, iPod touch and iPad users right through their favourite apps. The campaign is active across the US, UK, France and Germany and will run until 20 December. Setting this campaign apart from others in the iAd platform, AWI is the first to feature Facebook integration. AWI launched its first iAd in June and became the first Australian brand to utilise the iAd platform as a powerful marketing tool. The beauty of this new technology is that the platform allows users to have a tactile and visual interaction with the brand, without diverting from their favourite apps. Through iAds, AWI hopes to provide a strong, highly interactive platform to reconnect consumers with Merino. It allows a high degree of consumer interaction with engaging content. Screen grab from the film advertisement of the 'Merino. No Finer FeelingTM' global campaign. Screenshot from the new Merino.com website.