Is There a Better Feeling Than Wool?

"Merino Wool. No Finer Feeling." is the central theme for Australian Wool Innovation's (IWO) latest promotional campaign being developed with the global marketing agency Euro RSCG.

AWI global marketing consultant Rob Langtry said the campaign would focus on the barriers consumer research has shown stand in the way of a new generation of consumers buying wool. These included fiber origins and natural eco benefits, comfort, aesthetics in regard to modern fashion and suitability for young families.

"The theme was derived from the rational aspect of wool as a fine natural fiber and the emotional feeling consumers tell us they get from wearing a quality apparel/fashion garment," Langtry said.

"Working across traditional, digital and mobile platforms, this theme and its associated promotions will be seen in all of AWI's major marketing activities this autumn/winter season," he said.

The "No Finer Feeling" (NFF) campaign was also developed in consultation with United Kingdom (UK), Italian and American fashion industry leaders. Elements of it will be picked up in partnership promotions this year in the UK, Italy, France, Japan, Korea, China and the United States.

Reprinted in part from Stock and Land Australia