Australian Wool Innovation (AWI) has launched its biggest marketing campaign in China for more than a decade. It will have a heavy focus on selling the Woolmark brand story to Chinese online communities.

According to chairman, Brian van Rooyen, the thrust of the campaign covers five cities across China with the potential to reach more than 15 million people.

"This is an exciting development involving partnerships with eight department stores and more than 35 Chinese knitwear brands and Woolmark licensees," Mr van Rooyen said.

"It will result in a 5% increase in unit sales of Australian Merino knitwear for all partners involved and a 20% increase for foot traffic."