B.C. WINE INSTITUTE HIRES GREY NORTHWEST
By Adnews Staff
The British Columbia Wine Institute of Vancouver has hired Grey Worldwide Northwest, also of Vancouver, to develop an umbrella brand identity for wines grown and produced in B.C. The agency won the account over two unidentified local firms. The assignment is to position B.C. wines as premium, world-class, award-winning wines that are the equal of wines produced elsewhere. "We selected Grey based on their marketing and creative plan and overall commitment to our goals for promoting B.C. wines," said Simon Cumming, director of marketing for the institute. "Our primary objective is to increase consumer purchase of wines made from homegrown grapes." The British Columbia Wine Institute was created by the province's legislature in 1990 as part of a joint effort between the government and the area's vintners to make the B.C. wine industry internationally competitive.