AWI Launches Merino Education Campaign

Australian Wool Innovation (AWI) launched a three year global fiber education campaign to inform consumers about the benefits of Merino wool. The "No Finer Feeling" campaign is designed to remind consumers of the natural, biodegradable and renewable benefits of wool garments.

According to AWI, the initiative aims to position Merino as a premium, luxury fiber to rival cashmere. Launching initially in the United Kingdom, Japan and Germany, a wider global program planned for 2011-2012 will include China, France, the United States and Australia. There will also be further supporting trade activities in China, Italy and France.

The three year global consumer campaign will begin with a photo shoot featured in Vogue, GQ and ELLE. The five shots include specially selected garments from designers Richard Nicoll, Gieves & Hawkes, Hakaan, Hackett and Brooks Brothers as well as custom Merino pieces.

Rob Langtry, AWI head of global strategy and marketing, said, "As a consumer message 'Merino. No Finer Feeling' works on two levels: on an emotional level it refers to the sense of privilege and luxury while at a functional level it is a reminder of the physical reason why Merino is special."

To support the campaign, AWI has launched www.merino.com, a site providing consumers with information on the attributes of Merino as well as where to buy garments.

Reprinted in part from The Wool Record Weekly