News Article
Regional Branding Materials Available through www.winesa.asn.au
Monday, May 26, 2008
We are very proud today to launch the Regional Branding Materials to the wine industry, government and media.
The South Australian Wine Industry Association has long played a significant part in the export success of South Australian wine and some 2 years ago initiated the Regional Branding Project after we paused to review the issues and challenges facing the market into the future. From that review it was determined that a new approach was needed to differentiate and position South Australian wine particularly in export markets. We needed to create a set of cohesive materials that showcased South Australia and our distinctive wine regions so that we would continue to meet market challenges and consolidate our position in existing, new and emerging markets.
The vision was to work with the seven largest South Australian regions (Adelaide Hills, Barossa Valley, Clare Valley, Coonawarra, Langhorne Creek, McLaren Vale Riverland) to formulate a distinctive brand for each while keeping in mind that each brand needed to be complementary to each other. This process was workshopped with regional representatives to determine a distinctive word and phrase that uniquely described each region. Robe, Wrattonbully and Mt Benson have now also undertaken this process. The next step was to capture that word and phrase in a photograph that would become the 'hero' photo that the region could easily be recognised by. Delays were experienced due to frosts and winter but as soon as the vineyards recovered, photography was completed and the hero and supporting images selected.
All of these elements and materials have been collated in the Regional Branding Library and include the hero images, supporting images, templates for creating individual tasting notes, banners, posters and PowerPoint presentation. Also included are ready to print brochures, posters and presentations. Accessible anywhere in the world through the SAWIA website they are available to everyone wishing to promote South Australian wine.
Many members may already have had some involvement in this project whether it was in the initial workshops, assisting with locations for photography or forming the words to uniquely describe your region. We now recommend all members browse through the full Regional Branding Library accessible via http://www.winesa.asn.au and to assist you when next considering a marketing campaign.
Full size banners have been provided to the regional associations for use by regions and individual wineries to support their promotions. Available to download through the Regional Branding Library, you can view an example of each banner here: http://www.winesa.asn.au/content/sawia-resource-view?id=330&a=d . The banners show the stunning hero image, word and phrase. Duplicate banners are also available for free of charge use through SAWIA.
While the project has taken longer than expected to reach completion, the original vision has not diminished, and in fact was endorsed by the release of Wine Australia: Directions to 2025. Singling out Regional Heroes and its definition wines from somewhere rather than anywhere from the four main themes, the regional branding materials certainly emphasise this for South Australia and its regions.
Workshops will be held in regional areas soon to demonstrate the versatility of the materials available and assist you to them in your next promotion. But don't wait till then - the library has been designed to be very easy to use and SAWIA staff will assist you successfully use the resources. |
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