Illinois Launches New Wine Industry Logo and Advertising Campaign
The Illinois Grape Growers and Vintners Association (IGGVA) is launching a new brand identity and supporting advertising campaign to be rolled out at the Illinois Wine Experience during the Illinois State Fair, August 9-18, 2013.
IGGVA Board President Joe Taylor, Owner of Sleepy Creek Vineyards in Fairmount, Illinois, explains, ‘Our goals in developing this new brand identity are to engage an audience statewide, provide immediate awareness, and to deliver interest and credibility against a very broad target. We want our industry to deliver the personality of Fun Loving, Adventurous, Down to Earth, Upbeat and Surprising, as that is the experience of enjoying Illinois Wine.”
Taylor of the IGGVA went on to say, “We want a campaign that will encourage people all over the state to go and visit our wineries. California can only sell you a bottle of wine, but we have a much greater experience to offer at Illinois wineries, and the new logo conveys that.”
Michael Valenti and Joy Wingren of VALENTI Advertising Design Ideas in Lindhenhurst, Illinois created the campaign. About the campaign, Valenti explains, ‘To execute this brand we’re introducing an icon that no other state or wine association can use, because we ‘own” the most uncommon, common man: Abe Lincoln. But we’re introducing Abe with a twist to capitalize on his ability to drive the Illinois Wine experience as fun, all-inclusive, and with a united front.”
Taylor adds that, ‘Abe invites all to ‘Join the Party’ and share the Illinois Wine experience of fun and adventure, whether at a winery, on a trail, in someone’s back yard or on a high-rise balcony.”
Deputy Director of the Illinois Office of Tourism, Jen Hoelzle, says, ‘Illinois’ wine country is thriving, producing award-winning wines from more than 100 wineries and vineyards in all regions of the state. We’re so excited that The Illinois Grape Growers and Vintners Association is shining an even brighter light on one of the state’s fast-growing industries.”
Stop by the Illinois Wine Experience at the Illinois State Fair to see the new campaign and to sample and purchase wines from nearly twenty wineries. The Wine Experience, inside the Twilight Ballroom, is open from Noon-10 p.m. from August 8-18th. To learn more go to http://www.agr.state.il.us/isf/tents/wine.htm
First reaction within 60 secs of seeing it — very positive. Eye-catching, inviting and concise message that connected immediately. Significant cool factor for me. But I like wine and US history and think Abe was cool to start with. 😉 I hope it works for them.
Where can i get a T shirt?
I agree, it is eye-catching, and its local patriotism theme works well. Wine is an experience and this gives Illinois Wine a context and story that sets it apart and adds value to the experience.
“I feel the Lincoln poster lacks dignity, and wrongly projects wine drinking onto this great man. I am a lover of wine, an Illinois resident, and certainly a fan of Mr. Lincoln. But the two don’t need each other to thrive, and this cheapens both.”
I think the “Illinoiswine” tagline is smart as well as fun and I think the Abe poster could be better without the hippie glasses. Overall though, I’m loving how they are re-branding the Illinois wine market.