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Francisco, Napa and Portland, Ore., and whose clients include Constellation Brands, The Other Guys and the Auberge Resorts, developed the final marketing campaign and design guidelines. The agency���s primer on the Millennial generation states such truisms as, ���A generation that seeks authenticity can see through imitators.��� The authenticity theme loomed large in Comfort���s analysis of what Sonoma County has to offer compared with similarly sized wine regions, whose marketing campaigns she judiciously studied. ���What struck us,��� she described, ���was how similar it all is.��� In coming up with something new for Sonoma, she said she INNOVATIVE SOLUTIONS MAKE YOUR JOB EASIER Westec���s New Tank Jacket covers the majority of the tank in a 5��� total height dimpled cooling jacket for complete temperature control. The tank shell is seamless ��� making the tank easier to clean and allowing for larger, more effective cooling jackets. Our New Tank Jackets can be used on any size tank: place the dimple jacket anywhere on smaller tanks, to optimize the heating/cooling capabilities. Place fewer, larger jackets on larger tanks, and potentially reduce plumbing costs. You won���t find a solution like this anywhere else. Our New Tank Jackets on our Portable Tanks. They are���forkliftable, stackable, with a sloped ��� tank bottom for easy drainage and cleaning. Westec���s New Tank Jackets can be built for any size tank. The 5��� total height dimpled cooling jacket provides complete temperature control. asked herself constantly: Could this only be about Sonoma County? In addition, an agency was hired to conduct more than 60 in-depth, one-hour interviews with winemakers, winery owners, grapegrowers and members of the wine trade, asking each of them, ���What makes this place special?��� Big themes started to come together. ���We used that to build momentum about what was uniquely Sonoma County,��� Comfort said. ���We really did our homework for 24 months and having invested that kind of time and energy, the result was very rewarding.��� They also invested money ��� roughly $60,000 over two years, Cummings said. The Sonoma County brand mark is available for use by Sonoma County organizations and companies that meet simple usage guidelines, available on a new website, www.wearesonomacounty.com. The first print ads, whimsically declaring ���We Are Knotty��� (a shot of a Sonoma Valley vine planted in 1882) and ���We are Nice��� (showing a pristine row of Green Valley of Russian River Valley pinot noir vines), ran in the December issues of Wine Spectator and Food & Wine magazines. The ad states: ���By some cosmic act of great fortune, Sonoma County won the geological lottery. The distinctive microclimates, the grapeintensifying soil, the morning coastal fog, the redwoods and mountains that tumble down to the Pacific. This is the epicenter of wine, and boy, are we glad to be here.��� If the campaign has the intended effect, consumers will feel the same way. Virginie Boone writes regularly Please contact us today for more information, a tour of our manufacturing facility, and an estimate for your next job. about wine for The Press Democrat, Savor Wine Country Magazine and Zester Daily, and is a contributing wine reviewer for Wine Enthusiast. Comments? Please e-mail us at feedback@vwmmedia.com. w w w. v w m media.com Wes_VWM-June1.2012.indd 1 J a n - F e b 2 0 13 6/4/12 12:56 PM | V I N E YA R D & W I N E RY M A N A G E M E N T 127