Washington Wine Commission Uncorks New Branding Campaign
SEATTLE, The Washington Wine Commission (WWC) this month launches a new branding campaign under the tagline, Washington State -- the Perfect Climate for Wine. The new campaign is designed to increase consumer awareness, drive sales for Washington State's world class wines and promote tourism throughout the state's wine country. As the nation's second-largest wine producer, the Washington wine industry contributes $2.4 billion to the state economy annually, supports more than 11,000 jobs and provides more than $73 million in tax and licensing related fees to fund state programs. ...The new campaign, designed by Edelman, will integrate WWC's existing promotional programs and introduce new elements including a logo and tagline, advertising, events marketing and public relations to educate consumers about Washington's ideal viticultural landscape and award-winning wines. "Regional branding is an important element to help wine enthusiasts develop an understanding of the global wine world," said Jane Baxter Lynn, Washington Wine Commission executive director. "Wine expresses a sense of place, and our goal is to educate consumers and help them clearly identify Washington wines." The logo, a colorful rendering of the sun rising above a grapevine, and the campaign tagline, Washington State -- The Perfect Climate for Wine, reflect Washington's perfect latitude, geography, sunny weather and business climate for producing world-class wine grapes. ...The initial series of print advertisements is currently running in Washington State markets. The ads take widely-held perceptions of Washington's wine industry and turn them upside down with a tone and manner that is light and engaging. Using a tongue-in-cheek approach, the ads blur the lines of distinction between France and Washington State to convey that Washington wines are on par with the best wine making regions in the world. Like the French countryside, the ads convey that Washington Wine Country offers an ideal environment for enjoying a glass of wine. For more information about Washington wines, touring, and tasting opportunities, visit www.washingtonwine.org or see this press release.
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