WINE COUNCIL OF ONTARIO BEGINS NEW CAMPAIGN
By Adnews Staff
The Wine Council of Ontario will break a new advertising campaign this week. The goal of the campaign is to promote Ontario wines to Ontario consumers and to boost the council's market share from 42% to 50%. Three 30-second television commercials created by Toronto-based Taxi will be accompanied with full-page colour newspaper and magazine ads The commercials present real-life wine makers who are proud of the wines they make. The tagline is, "Wines of Ontario. As much character as the people who make them." The campaign also makes use of Ontario Wines' new logo which uses a finger print in place of the letter "O" in the word Ontario. The television advertising will run until the end of December. Print advertising will run in The Toronto Star and The Globe and Mail newspapers in October and December and in Canadian House & Home, Food & Drink, Report on Business and Toronto Life magazines in November and December. Public and media relations for the campaign are being handled by JKR Communications of Toronto. The advertising campaign is part of a five-year, $20 million marketing effort in support of the Ontario wine industry.