Global Merino sales pitch

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Bob GarnantCountryman
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Australia Wool Innovation (AWI) is set to launch its $20 million No Finer Feeling global fibre campaign next week.

Using high-end fashion publications including Vogue, GQ and Elle, the glamour promotions are intended to entice consumers into learning more about the benefits and attributes of Merino wool.

The success of the campaign will be measured against how many consumers enter the Merino.com website which will have links to AWI’s retail partners.

The three-year campaign, created by Euro RSCG London, will begin this month by targeting the UK, Japan and Germany, followed by China, France, USA and Australia during 2011/12.

Using top international designers, the garments featured in the advertisements are set to appeal to the younger generation using images of contemporary fashion against an urban backdrop.

They also display a Merino ram that relates the garments back to the sheep of origin.

Rob Langtry, head of AWI global marketing, said the project works on both an emotional level as it refers to the sense of privilege and luxury and a functional level, or a reminder of the real physical properties of why Merino wool is special.

“The Merino campaign has been created to communicate with a new generation of consumers, who may have never been educated about this versatile and renewable fibre, ” Mr Langtry said.

“By using media and the internet to ‘wake up’ our consumer, we will increase their knowledge.”

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