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Wool Stocktake : AWI Annual Report 2013-14
o Australia: Wool Week Australia's focal event in May 2014 was in Melbourne, with Federation Square taking centre stage and hosting a magnificent coloured wool installation. In 2013 CFW generated editorial coverage across print, online and broadcast media totalling AU$40.1 million, up from AU$29 million in 2012, AU$10.6 million in 2011 and AU$3.6 million in 2010. Special wool themed media inserts were also created by the Dutch and Japanese teams which were distributed in a total of 130,000 magazines. A new CFW, mobile enabled, website was launched with accompanying microsites for all international markets which garnered 147,000 page impressions during the Autumn Wool Weeks. CFW Facebook page increased its fans by 150% to 25,000 at the end of 2013, up from 10,000 in 2012. CFW Twitter and Facebook combined communication reached an audience of 32.3 million. The official campaign hashtag #woolweek generated 18.2 million impressions. 11.4 million impressions were generated across Facebook and Twitter by CFW platforms during July--December 2013. In China, CFW Weibo and Wechat social media activity reached a combined audience of 7 million. Investment in digital marketing provided a combined return on investment (ROI) of 216.4. A new Point of Sale (POS) kit (including swing tickets, window vinyls, postcards, leaflets for consumers, leaflets for trade, strutcards) was designed to drive a more modern and engaging brand message. Nearly 250,000 units were ordered. In June 2014 His Royal Highness The Prince of Wales convened an audience of 150 global wool and fashion industry VIP's to witness a series of experiments designed to promote two of the key natural properties of wool, namely that it is a biodegradable fibre which is also incredibly safe due to fire retardant properties. In addition to the demonstrations a series of wool fashion and interior themed vingettes to promote The Great British High Street', Formal Mens Tailoring', Fabric Innovation' and Young Designer Talent' were installed on the lawn of Clarence House featuring wool looks from every price point. The resulting press coverage on the event was valued at AU$908,000 or a ROI of 10:1. Italy hosted its inaugural Wool Week. The fashion show in the prestigious Galleria Vittorio Emmanuele II in Milan was a highlight of 2013 s Campaign for Wool events. Up to twenty emerging designers are nominated from five regions each year to submit a collection of wool garments for judging by a panel of judges at a regional level. Regional winners then compete for the international prize and the winner's collection is made available for sale through leading global retail partners. An active, high-value alumni consisting of the combination of the world's leading designers and design influencers, with the contestants and winners of various levels of the competition, all centred around and brought together by wool. AWI funds are used to promote the IWP through partners such as Vogue and for administration of regional and international events, including prize money for finalists. Public Relations (PR) activity around the fibre and its source through global and local PR support across retailers, designers and key partners. Engagement of markets growing from the current 21 to 30 by 2015/16, with the number of retailers carrying IWP garments expanding to 15 across key markets. Nominees from 23 countries have entered the 2014/15 IWP. Continued expansion into new regions is no longer an objective due to budget constraints. Media reach in the first four months of this campaign was 515 million; on a full year basis we expect this to exceed 600 million in 2013/14, 800 million in 2014/15 and 1 billion in 2015/16. The latter would have a media value in excess of $40 million. . Target for 2013/14 achieved and exceeded. Media reach statistics in 2013/14 reached 1,870,218,782. Media value (advertising value equivalent) for 2013/14 was almost $35 million ($105 million in editorial value). An additional 700,000 wool garments sold each year. Assumption that the IWP nominees each have an average 10 new Merino wool garments in their collection, and that they sell on average 1000 of each of these items. REPORT OF 2013/14 OPERATIONS -- MARKETING
AWI Annual Report 2014-15
AWI Annual Report 2012-13