We have put renewed vigour into building consumer awareness of the Woolmark brand through the launch of major marketing initiatives throughout the world. We have rolled out three major global marketing campaigns:
The ‘Merino. No Finer FeelingTM’ campaign is a five-year global campaign to inform a new generation of consumers about the attributes and benefits of Merino wool. The campaign aims to encourage consumers to look beyond the garment and think about the fibre from which it was made. The campaign includes the Woolmark logo in all its marketing collateral.
The ‘Campaign for Wool’, with its Patron His Royal Highness The Prince of Wales, is educating consumers about the natural benefits of wool. It uses a stylised green Woolmark logo to reinforce the ‘eco’ credentials of wool. The campaign has had great success and continues to be rolled out across lucrative markets around the world.
Launched in October 2012 the latest Woolmark Gold campaign positions Merino wool as the prestigious fibre of choice in the rapidly growing Chinese domestic market for luxury goods. The campaign was established to meet this increasing demand for premium products and fibres, and allows luxury consumers to know more about the story behind the Merino wool product.