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Wine Country Ontario conducts new campaign
Wine Country Ontario has begun a campaign called "Drink It All In." The campaign includes an out-of-home execution in downtown Toronto consisting of a transit shelter display incorporating a real glass of wine on a table behind a sheet of plexiglass, along with the copy, "So close you can taste it." Consumers who find the shelter are encouraged to submit a photograph of the ad via Twitter for a chance to win an Ontario wine-themed trip. The execution is part of an overall Ontario campaign including outdoor and print advertising, as well as a sampling program and social media activities. Print ads will run in the June and July issues of Food and Drink magazine, while outdoor ads will run on columns in downtown Toronto and on transit shelters and billboards in Toronto, Ottawa and London. "This campaign provides a strong call-to-action providing consumers with an invitation to come and visit Wine Country Ontario," said Ed Madronich, chair of the Wine Council of Ontario. "The visuals show the sheer beauty of our vineyards while communicating the variety of things you can do in wine country." The campaign was developed by Agency 59 of Toronto. Wine Country Ontario promotes the province's wine-growing regions, including the Niagara Peninsula, Prince Edward County, Lake Erie North Shore and Pelee Island.