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Woolmark Treasure Hunt at Westfield Sydney Campaign Launch

July 8th, 2011

On Thursday afternoon, I was thrilled to be one of a select group of Sydney’s fashion bloggers, gathering at Westfield Sydney to celebrate the launch of the Find Fashion By Feelings Campaign. Myself and other fellow bloggers scoured across the shopping centre following clues Tweeted out from www.twitter.com/welovewool #woolmarktreasurehunt and gathered treasures along the way.

I get invited to many events… but boy this one was the best by far!  Running around Westfield Sydney with my partner in crime Sydney Fashion Blogger, Antoinette Marie, following clues posted on Twitter, to find hidden balls of wool in the centre was incredible, fast paced and fabulously exhausting fun! But well worth every second of it.

It’s creative events like this that make campaigns successful.  They fused the raw fibre and social media together seamlessly!

In this instance, treasures didn’t take on the form of pots of gold or buried diamonds, instead we all pieced together clues to find little knitted balls, some embellished with beads and cute little pom poms!

The Woolmark Blogger Treasure Hunt marked the launch of the Find Fashion By Feelings campaign which has been created to engage fashion lovers from around the world on an emotional level, the ‘Find Fashion By Feelings’ Campaign asks the fashion savvy to post, tag and promote their style and share their love of wool.

From the UK, USA, Europe, Australia & New Zealand, ‘Find Fashion By Feelings’ is an interactive campaign which asks fashionistas to show how their look makes them feel.

What a fantastic day I had – and I have to say now as I type this, I’m completely buggered! Who would have thought running up and down the marble floors of Westfield Sydney could be so tiring?! I’d hate to think what it was like for Sydney Fashion Blogger who was in high-heels!!

Check out the campaign on www.fashionbyfeelings.com and read all about the competition in the post below.

WE LOVE WOOL! Find Fashion By Feelings

July 7th, 2011

Today, Australian Wool Innovation (AWI) launched ”Find Fashion by Feelings” and will run from July 7th to September 30th.

Fashionistas are invited to upload a picture of themselves wearing at least one piece of wool clothing which best describes any of the following ‘feelings’ :

Happy, Seductive, Cute, Beautiful, Nostalgic, Natural, Chic, Powerful, Loved, Dark, Active and Unique.

So what will the lucky entrant win?


The Grand Prize if the Winner lives in Australia includes: A $3,000 Westfield Shopping Gift Card, 6 nights in a 5 Star Sydney Hotel, domestic airfares (if needed), a visit to a Merino Farm (The visit will filmed and the video showcased online afterwards), a $6,000 Travel Voucher, 2 pairs of EMU Australia boots, a personal styling for the Winner and a dinner for two in Westfleld Sydney. How awesome is that!

There are also 12 weekly Prizes of a EMU Australia Prize Pack consisting of apparel and footwear, valued at $400 each.

A little background on Woolmark:

We all know the Woolmark brand is one of the most recognised textile symbols in the world. A product bearing the Woolmark logo indicates that it has been independently tested as a high quality woollen product with guaranteed fibre content.

The logo on a product provides consumers with an assurance of quality. AWI invests heavily in research, development and marketing along the global supply chain for Australian wool, from Woolgrowers, through to retailers.

Australia produces the finest Merino wool in the world. 100% natural, biodegradable & sustainable.

GET INVOLVED BY JOINING: www.facebook.com/welovewool

OR BY VISITING THE WEBSITE: www.WeLoveWool.com