Zegna generates $26m in PR

17 Jun, 2013 04:00 AM
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Ermenegildo Zegna chief executive Gildo Zegna and chairman Paolo Zegna at the 50th anniversary celebrations in Sydney on April 23.
Ermenegildo Zegna chief executive Gildo Zegna and chairman Paolo Zegna at the 50th anniversary celebrations in Sydney on April 23.

THE controversial Zegna initiative has so far generated more than $26 million in global media and public relations spin-off, according to Australian Wool Innovation (AWI).

In April this year Australian wool was placed in the global spotlight when Ermenegildo Zegna - one of the single largest buyers of Australian Merino wool - travelled to Australia with a 150-strong media pack from 31 countries to honour the 50th edition of the Ermenegildo Zegna Wool Awards.

Ermenegildo Zegna, in partnership with AWI, hosted a two day celebration which included a farm tour to seven superfine wool growing properties in NSW's New England, followed by a gala event held at the historic Royal Hall of Industries, Sydney.

The elaborate affair had its critics given the current suppressed superfine wool market, but AWI chief executive officer Stuart McCullough believed the global publicity the event generated was a solid return on investment.

"We are increasingly becoming an event-based PR company and we are relying on the events we hold to draw attention to the wool fibre," Mr McCullough said.

"We are focusing on less paid advertising and more earned advertising," he said.

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    READER COMMENTS

    Tigerdicky
    17/06/2013 8:44:46 AM

    Make this man PM now!
    nathan e
    17/06/2013 9:13:14 AM

    26 mill? Why not 27 mill? More spin from AWI.
    Get It Right
    17/06/2013 11:27:27 AM

    More and more and more people talking about WOOL...in my book that is a good thing!
    Maverick
    17/06/2013 12:05:11 PM

    once upon a time boys and girls, the nice Italian man came and paid more money for our wool....but bad Mr Merriman said no, its "China, China, China".
    nathan e
    17/06/2013 2:16:21 PM

    ct zegna doesnt pay much for our wool, yet we give him heaps of levy? so we ar paying him to buy our wool, right?
    Eric H
    17/06/2013 4:11:30 PM

    "One of the largest single buyers of Australian wool". By whose count?
    Don't be a Wally with our money
    18/06/2013 8:51:18 AM

    Year to date wool buyers by country. China 75.3%, India 5.9%, Italy 5.0%. AWI has no accountability. It is just a board serving their own narrow self interest that spins and spins and spins.

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