2005 News
Innovative Aussie wool trade marketing campaign launched in United States
Australian supermodel Kristy Hinze is set to put Aussie wool high on the agenda of retailers, trade buyers and garment manufacturers in the United States.
Kristy and two other famous Australian models – Nicole Trunfio and Heath Townsand – have been photographed by New York’s leading fashion photographer Steven Klein for an innovative trade marketing programme funded by Australian Wool Innovation (AWI) and backed by the Australian Wool and Sheep Industry Taskforce (Taskforce).
Double-page ads started appearing this week in leading New York trade magazines including Women’s Wear Daily (WWD) and Daily News Record (DNR). Over the next six months, it is estimated that the Australian advertisements will be read over four million times by key apparel buyers, merchandisers and CEOs of leading US retailers.
Robert Pietsch, President of WoolProducers and spokesman for the Taskforce, said that the campaign had the objective of providing retailers with a better understanding of the Australian wool industry and reminds them to include Australian Merino wool in their buying decisions.
“The advertisements are a tactical response by the Australian wool industry to remind US retailers and trade buyers that we are progressive, using innovative R&D for on-farm and textile development, producing a versatile, world-class natural fibre.
“The high standards of animal welfare that stand behind Australian wool production will also be part of the message.”
Matthew Flugge, AWI General Manager Corporate Affairs said “The campaign has been developed by global advertising agency Lowe Hunt. Their expertise and experience has been important in developing this world class campaign.
“The creative advertising has been tested-and endorsed by a broad spectrum of US retailers and previewed by the Australian wool industry taskforce and key stakeholders.
“One of the very positive spin-offs from the animal rights campaign against Australian wool is that it has put the industry in front of the world’s leading retailers on a face-to-face basis. This campaign reinforces the unique opportunity we have had to present the latest developments in Merino wool textiles and fashion.
“We are delighted that three high-profile Australian models are involved with the campaign. We fully expect that the program will have a major impact on the awareness of Australian Merino wool and remind the influential members of the trade in the US to continue to buy and sell our products.”
The Australian wool industry trade advertising campaign will be supported by direct marketing and web-based information.
Mr. Flugge said that the campaign may be extended to other northern hemisphere countries in due course.