WOOL'S long-awaited $12 million marketing campaign will begin in three weeks.
Adopting the marketing theme "Merino Wool. No Finer Feeling" the campaign is aimed at the northern hemisphere autumn-winter apparel seasons.
Australian Wool Innovation marketing consultant Rob Langtry said the No Finer Feeling theme was derived from wool's fine natural fibre and the "emotional feeling consumers tell us they get from wearing a quality apparel or fashion garment".
He said the theme was developed in consultation with leaders of the UK, Italian and US fashion industries.
Mr Langtry said AWI, working with the global marketing agency Euro RSCG, would focus on the reasons or barriers standing in the way of a new generation of wool consumers.
These barriers included fibre origin and natural eco benefits, comfort, aesthetics and suitability for young families.
He said elements of the No Finer Feeling would be picked up in partnership promotions this year in the UK, Italy, France, Japan, Korea, China and the US.
He also anticipated the theme would be included in Prince Charles' five-year Campaign for Wool, scheduled to begin in London next month.
The Prince Charles campaign will promote the ecological benefits of a range of apparel, interior and industrial wools from several producer countries, including the UK and New Zealand.
The No Finer Feeling campaign will run in conjunction with AWI's inaugural $1.7 million Woolmark Gold campaign in China.
This Woolmark Gold program, which will be aired over nine weeks on China's CBN television network, will promote luxury European wool apparel carrying the Woolmark Gold label.
The much-awaited start to AWI's programs comes at an awkward time for the organisation, with the sudden resignation of Asian manager Pascal Senkoff last week and demands from US retailers for more answers on supply issues regarding non-mulesed wool.
AWI chief executive Stuart McCullough, who was this week visiting US and European retailers, said Mr Senkoff - who joined AWI in 2003 - resigned for personal reasons.
