The wool industry is doing something it hasn’t for 25 years

If you were an Australian city consumer, chances are you may not even know wool was grown here — but all that is about to change.

A wool advertising campaign through Australian media will target the domestic market for the first time in more than two decades.

The campaign, launched this morning, reminds “Australians the world’s best Merino wool is produced right here”, according to Australian Wool Innovation.

The advertisements, which will be on television, radio, print media and social media, shows wools use in a variety of settings.

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AWI chief executive John Roberts said it was the first advertisement of this kind for more than 25 years.

“While we cannot disclose the cost, the budget is very modest,” Mr Roberts said.

“The end goal of the advertising is to both shine a light on the great work of Australia’s wool growers and also some of the amazing properties of Merino wool in particular.”

Mr Roberts said AWI had included a link on its website to encourage more purchases by Australians of products with Australian wool in them.

“It is worth noting 99 per cent of the wool grown in Australia is exported.”

Australian Wool Innovation has funded a new advertising campaign that will be shown domestically, the first of its kind for 25 years.

Mr Roberts said wool had played a significant role in building modern Australia, and the wool industry continued to support tens of thousands of Australians through its global demand.

“We want to shine the light not only on the world’s best fibre, but the tens of thousands of men and women who grow it,” he said.

“Many remote, rural and regional communities continue to be supported by Australian wool-growing, with more than 60,000 Australian wool growers and many tens of thousands more working in the industry. These are the people who grow your clothes, who grow the best wool in the world.

“We also want to remind Australians to go out and support their industry by choosing Australian Merino wool products.”

Mr Roberts said Australian wool growers were “the unsung hero of the sustainable fashion and sports movement“ and AWI was seeing increased demand for Australian Merino wool for this very reason.

Australian Wool Innovation has funded a new advertising campaign targeting domestic consumers.

The advertisement will be seen on free-to-air and digital television stations as well as social media.

“Australia’s wool industry is a unique, yet one with true global reach,” Mr Roberts said.