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Beyond the Bale : June 2013
88 off-fArm the Campaign for Wool – thanks to the continual support of HRH The Prince of Wales – continues to expand across the world. During 2012, the campaign was celebrated on an unprecedented scale across international consumer markets, generating more than AU$23 million of global media coverage throughout mainland Europe, the USA, Australia and in Asia where the campaign was launched in Korea and China. “This PR coverage generated by just one year’s worth of activities confirms the impact the Campaign for Wool is having in all corners of the world, with coverage reaching more than 100 million people,” AWI Campaign for Wool project manager Susie Stanway said. “Support from business partners is growing. Back in October 2010 when the Campaign for Wool was officially launched, it had 117 global brand, retail and design partners offering their support. Fast forward to the present and the campaign has 873 partners. “This adds to the welcome news that HRH The Prince of Wales has confirmed his ongoing patronage for the campaign.” Retailers came out in full force during 2012 international Wool Week, with the events held across the world helping to campaign for Wool leaps forward raise the profile of wool and increase the presence of the fibre on a global scale. The campaign will build on its successes. “What we have also learned from 2012 is that events involving sheep themselves have proved to be extremely popular, and this was a fantastic way to connect the public with the origins of wool,” Ms Stanway said. “The sheep on display during Spain’s Wool Week, along with those at Wool House in March, attracted a significant amount of attention and we are looking to broaden this in 2013. We have already organised for a 100 metre-long sheep pasture to be created in Milan in September outside a leading department store. “Wool School will also return in 2013. This initiative debuted in the UK and Germany in 2012, and allowed us to work with leading brands and retailers such as Paul Smith, Topshop and Marc Cain." The campaign’s social media presence will also be a focus. The Campaign for Wool Facebook and Twitter accounts have already attracted a large contingent of followers with 6000 Twitter followers and 20,000 likes on Facebook. More information: www.campaignforwool.org June 2013 BEyond thE BalE HrH the Prince of Wales inspecting merino sheep at ‘Leenavale’, sorell, tasmania during his visit to Australia in november 2012. PHoto: Brendon thorne/Getty Images fAst fActs l the Campaign for Wool generated more than Au$23 million of global PR coverage in 2012. l there are now 873 global brand, retail and design partners supporting the campaign. l social media has helped spread the campaign’s message, with 20,000 Facebook fans and 6000 twitter followers. the Campaign for Wool’s biggest celebration in its history – ‘ Wool House’ in London – was enjoyed by more than 15,000 onsite visitors during its two week opening in March, plus many more from across the world were connected to the event via digital and social media. Primarily focussing on the interiors sector, ‘Wool House’ transformed the West Wing of London’s historic Somerset House into a showcase of the very best of wool. It succeeded in presenting wool as a modern, versatile, lifestyle fibre, allowing visitors to see first-hand a broad spectrum of applications for the fibre: from ultra-modern and hi-tech, to highly luxurious and Wool in da house! more traditional uses. The event invited leading interior designers to offer their vision and seven individual rooms showed how the design community uses the fibre extensively within their work. There were also three rooms dedicated to fashion, including a space showcasing fine woven fabrics and fine tailoring, while two others supported the importance of wool in the fashion industry. HRH The Prince of Wales visited Wool House and was particularly delighted to see a tapestry that he put a stitch in on his visit to Australia last year, hanging on a wall as part of the exhibition.