2005 News
No flies on Australian wool – trade advertising campaign continues
Australian supermodel Kristy Hinze is now joined by two new exciting world class Australian models that will capture the hearts and minds of US retailers.
Nicole Trunfio and Heath Townsand photographed by New York’s leading fashion photographer Steven Klein have joined the Australian Wool and Sheep Industry Taskforce (Taskforce) campaign. The trade marketing program is funded by Australian Wool Innovation (AWI).
Double-page ads started appearing last week in leading US trade magazines including Women’s Wear Daily (WWD), Daily News Record (DNR) and now in the influential Californian Apparel News (CAN).
Robert Pietsch, President of WoolProducers and spokesman for the Taskforce, said that the campaign continues to inform retailers of the progress that the Australian wool industry is making in improving its animal practices and reminds them to include Australian Merino wool in their buying decisions.
“The high standards of animal welfare that stand behind Australian wool production are also part of the message. This is essential as the issue is about an Australian industry practice – mulesing – which is being addressed by world class research and innovation – our search for an alternative to mulesing is critical for our future,” he said.
“The Australian wool industry is a professional industry that takes animal welfare seriously and it is important that the decision makers in the US retail trade understand that.”
Matthew Flugge, AWI General Manager Corporate Affairs said the campaign continues with the subtle but strategic advertising approach in attracting the attention of decision makers in the US retail and fashion trade.
“The added value of targeting the major US trade magazines is their international circulation, which includes readership and subscriptions, in over twenty major manufacturing and apparel retail countries,” he said.
“This international exposure of the trade advertising campaign is important when, for example, in London's Oxford Street, 68% of floor space is occupied by US brand companies, the major target group of the campaign so far.
“The campaign provides decision makers with access to web based information about how the Australian wool industry professionally manages its business. Also, US retailers have access to additional information about AWI’s R&D programs through its recently opened US office.
“The advertising campaign gives the Australian wool industry a unique opportunity to present itself as an industry that can manage its business and also to remind the influential members of the trade in the US to continue to buy and sell Australian Merino wool products.”