Issue link: http://read.dmtmag.com/i/100792
Regional associations launch new marketing campaign BY VIRGINIE BOONE AT A GLANCE + It���s been challenging for regional associations to communicate Sonoma County���s wine attributes to the world at large. onoma County is no run-of-the-mill wine region ��� it���s vast, agriculturally diverse and, according to TripAdvisor.com���s 2012 Travelers��� Choice Awards, the best wine destination in America. Despite Sonoma���s advantages, coming up with a way to communicate the region���s attributes to the larger world has been a daunting challenge. But in August 2012, members of the Sonoma County Vintners, Sonoma County Winegrape Commission and Sonoma County Tourism Bureau unveiled a new brand mark and market- + A new marketing campaign has been launched to help clarify the region���s identity. + Its creation was a coopera- tive effort by the Sonoma County Vintners, Sonoma County Winegrape Commission and Sonoma County Tourism Bureau. + The new logo and tagline will be used in print and online advertising, social media, co-op advertising and other components. 124 V I N EYARD & WINERY MANAGEMENT | Jan - Feb 2013 ing campaign to better capture the imagination of travelers the world over. ���Sonoma County is so broad and so diverse,��� said Honore Comfort, executive director of Sonoma County Vintners, which represents 175 wineries throughout the county. ���That���s an incredible strength but also a big challenge.��� Initial market research showed wine trade and consumers hungry for a better understanding of Sonoma County and its myriad AVAs ��� from the highly branded Russian River Valley to lesser recognized Pine Mountain-Cloverdale Peak. w w w. v w m m e d i a . c o m