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South Australian Regional Branding Web Library Now Available
Tuesday, April 24, 2007
SAWIA is committed to ensuring that South Australian wine marketing and promotion activities not only develop and strengthen a brand franchise for South Australian wine but do so in a way that legitimately and relevantly expands the differentiation within Wine Brand Australia. Branding of the Australian wine category recently has been refreshed and strengthened by better specification of brand values and brand messages delivered through new communications collateral. However this brand architecture has not been extended to the sub category level of States and regions. South Australia and South Australian regions are active participants in overseas promotions for Australian wine and are planning to play a more active role in market development for Australian wine, utilising the state and regions of South Australia to differentiate the Australian wine offer. Regional branding is one of the strategies that can be used to strengthen differentiation of the Australian offer. Regional brands are a geographical subdivision of the Wine Australia brand. Their relevance and application depends on the stage of development of the target market, on the attributes of the wine offer, on the sales channel, and on the strength of the regional brand propositions. The most effective application of regional branding will be where it is a logical and authentic expansion of the category so that it adds value to the consumer?s wine experience. Consequently it is vital to ensure the vertical and horizontal integrity of the brand architecture. What this requires in practice is that the category and all regional sub brands are based on the same consistent principles. Read the attached Regional Branding Report for more information.
Regional Branding Web Library Launched May 2008
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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