In The Loop – May 2012

In The Loop – May 2012

“The future of the campaign looks vibrant and exciting. With your involvement and support it is the best chance we have had in years to get wool back onto the world stage and put it into the premium preference choice,” says Stephen Fookes Chairman of CFW NZ.

While the buzz of the Campaign for Wool quieted after the launch of New Zealand Wool Week in June 2011, the momentum of the International efforts were only just revving up. With International Wool Week in the UK having occurred from 3 to 10 October there has been considerable focus and activity centred on wool in late 2011, specifically in the countries that are our market targets. So it is with renewed energy that NZ goes into 2012 and we continue to be sure of the global opportunities that HRH The Prince of Wales’ campaign offers New Zealand Wool.

Campaign for Wool International

Over 90% of the world’s population lives in the Northern Hemisphere. As the Campaign is focussed on creating awareness, then it is only logical to concentrate most of our investment in that part of the world.

The campaign is branching out into some of the most active consumer markets.

Following on from launches into Tokyo, Berlin, Amsterdam and Norway in 2011 we can look forward to the following events in 2012/13:

• The opening of Wool Modern in Australia in May
This is happening now and has opened with great success in Sydney. Check it out on the CFW Facebook.

The Campaign for Wool Interiors programme will officially launch in the USA this September following huge support from the carpet and rug industry.

Many of the USA's leading wool carpet manufacturers have signed up as partners and the American retail flooring industry is also supporting the campaign's objectives to put a generic wool message to the consumer.

The plan is to mirror other successful international roll-­outs with a late September Wool Week to be held in New York, this will be supported by activity in retail flooring showrooms in different parts of the country. Various activities -­ both consumer and industry facing events -­ are being planned and will be confirmed in due course.

A stylish Wool Interiors Resource Book will be published and will be on sale in Barnes and Noble, the leading American book shop, during Wool Week. This will inform and educate on the attributes of wool and also provide a guide on to how to find Wool products. It will be made available to the interior design community and appear online in the future.

The launch of the Campaign for Wool is in France and Italy in October and in China in November.

In addition, the focus will be on Interior Textiles with the development of parts of Somerset House in the UK in March 2013 as a “Wool House”. This will include at least one NZ specific room and we will also have involvement in some of the six other rooms that are being developed. NZ participation in these various events will need individual companies to get involved to make this happen. If you are interested in exploring how you can be involved please contact CFW at info@campaignforwool.co.nz

Campaign for Wool Patron visits NZ

HRH the Prince of Wales is to visit NZ later this year, accompanied by the Duchess of Cornwall. Although primarily this visit is part of the Queen’s Diamond Jubilee celebrations we know the Campaign for Wool will be on the agenda for their visit. Events for this opportunistic visit are being co-­ordinated by the NZ Government and NZ CFW. This will, without doubt, be the most significant publicity opportunity CFW NZ could wish for providing a fantastic base to attract huge media attention and putting “WOOL” in the limelight.

Social media networking

Check out CFW Facebook and join up.

There are some very exciting activities going on providing many fabulous ideas and motivation. This is a fun and inspirational way of keeping in touch with events going on all around the world.

Web Site

The website is currently being reviewed. We are adding resource and information aspects for wool users and media as well as building it into the main focal point for all CFW activities.

Recently a technical section was added with in depth analysis and over views in simple language about some of the greatest attributes of wool. This is targeted at decision makers such as Retailers, Architects and Designers, as an education resource.

We will be adding a “Licensee” and “Supporter” page which will provide access to print ready material and photos at full resolution in a range of file types. Everyone listed will have their basic contact details linked such as website or email addresses so the site functions as an information hub.

SWING TAGS AND POINT OF SALE MARKETING TOOLS

A reminder to all approved licensee’s to the CFW that there is a stock of “point of sale” items already printed and available for you to use, such as Swing tags for apparel items,(limited numbers) counter top brochures and displays, roll up banners, CFW logo vinyl window stickers, point of difference poster images. Order yours now. Contact info@campaignforwool.co.nz

As a licensee you are also fully entitled to incorporate the logos and imagery into your own print matter and advertising. We can provide full resolution files in a range of formats for you to re-­ produce your own material.

Support the Campaign

We are aware that there is a desire to provide additional funding support to the CFW in addition to the royalty being collected. We are setting up a “contribution” page within the website to facilitate this where the amount and regularity of payment can be selected.

JOIN UP AS A LICENSED PARTICIPANT

As a retailer, you too can be part of the Campaign for Wool headed by HRH The Prince of Wales. Join up as a licensed participant and you’ll receive a toolkit full of Campaign logos, swing tags and in store banners – all free. Then you can play your part in promoting the fabulous qualities of wool over the course of the five-­year global initiative. To Join Up as a Licensed Participant, simply visit www.campaignforwool.co.nz.

The campaign for Wool is a coalition of key organisations and workforces in the wool industry, convened by HRH The Prince of Wales, all of whom are united by a common goal to educate consumers on the value, benefits and versatility of wool. We are in this for the long haul. This is only our second year into an extraordinary opportunity for placing wool back into the premium preference choice and we continue to appreciate and look forward to your ongoing support.

ENDS

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