WINE COUNTRY PRESS
PASO ROBLES WINE COUNTRY CAMPAIGN RECEIVES NATIONAL RECOGNITION
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For Immediate Release
June 30, 2006
PASO ROBLES WINE COUNTRY BRANDING CAMPAIGN RECEIVES NATIONAL RECOGNITION
Local firm Kraftwerk Design and Wine Country Alliance excited about success
Paso Robles, CAâ€”The current edition of US Ad Review, a quarterly collection of the most interesting advertising in the country, includes Paso Robles Wine Countryâ€™s present advertising campaign, as one of its featured pieces of artwork. The ad, created by Kraftwerk Design in San Luis Obispo, features white words describing Paso Robles Wine Country reversed from a burgundy or gold backdrop, with the shape of a bottle removed from the center. In the lower right corner, Paso Robles Wine Countryâ€™s new logo and tagline appear.
"The overall effect is somewhat abstract," said Thomas Reiss, creative director and owner of Kraftwerk Design. "The goal was to make people stop and say, â€˜Wow, what is this all about?â€™ and I think we achieved that."
The design was one of 16 selected for the Beer/Wine/Liquor category from around the country; the volume includes 500 of the top current American print advertising campaigns. According to publishers, US Ad Review is designed to jump-start creativity and ignite imagination for those working in the design field.
"The book is often used as a reference for creatives," explained Reiss. "Like when I need inspiration for a new campaign, and I want to see what the best campaigns out there are, I turn to a book like this. It was really neat to open it up and see my own work as part of it. Weâ€™re all very excited."
The Paso Robles Wine Country Alliance commissioned the design for its 2005/2006 print advertising campaign, one piece of a five-year, $2.5 million branding campaign, aimed at building awareness, demand and market share for wines and wine grapes produced in the Paso Robles AVA. The campaign began running in July 2005, targeting restaurateurs, wine trade and savvy wine enthusiasts through publications like Sante, Wine Spectator, Wine Enthusiast and others. Other pieces of the campaign have included a new logo and tagline, new graphic identities for the organizationâ€™s annual events, enhanced trade presence through a national Grand Tasting Tour, expanded bulk grape and wine marketing efforts and a redesigned Web site which launched in October 2005.
"We needed to get peopleâ€™s attention and get the Paso Robles Wine Country brand in front of them," said Stacie Jacob, executive director at the Paso Robles Wine Country Alliance. "In creating a brand for Paso Robles Wine Country we wanted to get out of the box from traditional wine marketing. Our ad is a page stopper to intrigue the wine trade and create a mystery to want more information. Overall we wanted to make a bold statement that Paso Robles wines are a key player in the market."
With the help of Kraftwerk Designâ€™s team, the Wine Country Alliance has adapted the design for a number of applications, including promotional posters, the pasowine.com Web site and invitations to the regionâ€™s national Grand Tasting Tour events, among others.
"This is an attention-getting piece in every application," said Jacob. "And keeping this striking look not only garners attention, it reinforces the â€˜distinct, differentâ€™ message of Paso Robles Wine Country."
The ad can be seen "coming together" at the Paso Robles Wine Country Web site, pasowine.com. Additional work from Kraftwerk Design can be viewed at www.kraftwerkdesign.com or at the firmâ€™s wine division site, www.design4wine.com.
The Paso Robles Wine Country Alliance (PRWCA), represents wineries, growers and businesses in Paso Robles Wine Country. Centrally located between San Francisco and Los Angeles, along Californiaâ€™s Central Coast, Paso Robles Wine Country is Californiaâ€™s fastest growing wine region. It encompasses more than 26,000 vineyard acres and more than 170 wineries.
For more information, visit www.pasowine.com
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