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South Australia’s regional branding launched to the world
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Representatives from the wine industry, Government, and media attended Monday’s Adelaide launch of the new South Australian Regional Branding marketing materials at the National Wine Centre.
The South Australian Wine Industry Association (SAWIA) initiated the regional branding project to develop a point of difference for South Australia and its regions, particularly in export markets.
“Promoting South Australian wines to the world is not new. What is new is the collateral, that is now available globally. These materials are easily accessible and downloadable via a digital library, and are supported with guidelines and a style guide that will help drive forward a consistent message,” says Marcia Burnett SAWIA Marketing and NWETC Officer.
“This project is a ‘first’ and will leave a lasting legacy on the SA regional branding framework and help to drive export success.”
The SA regional branding project dovetails perfectly into the Wine Australia: Directions to 2025 strategy, and the development of four distinct sub-categories of Wine Australia; Landmark Australia, Generation X, Brand Champions and in particular Regional Heroes. The materials capitalise on the developing awareness of regionality within the Wine Australia offer — to advance wines that come from somewhere rather than anywhere.
Regional Branding enables the South Australian industry to grasp the Regional Heroes sub-category confident that regions’ brands are clearly differentiated, complement each other and add depth to the Wine Australia story for trade and consumers, while adding a special competitive advantage for South Australian wine.
Driving the visionary nature of the project, SAWIA has worked with well known Adelaide photographer Milton Wordley and Clemenger BBDO Adelaide, and South Australia’s seven most internationally well known regions to define the brand ‘essence’ that differentiates one region from another.
We have captured ‘hero images’ along with 12 supporting images per region, and depicted the undeniable points of difference about each of the 7 regions through a succinct word and phrase:
• Adelaide Hills – A cool green, beautiful part of South Australia with fresh, vibrant wines of contemporary character
• Barossa – Australia’s most famous wine region, proud of its history and home of our nation’s most renowned names in wine
• Clare – an elegant wine region of intimate beauty
• Coonawarra – a place where rich and red defines the soil, the wines and the passionate winemaking community
• Langhorne Creek – a natural environment where a balanced approach of old and new produces wines of remarkable quality
• McLaren Vale – an inspiring region where rolling hillsides lined with vines are cooled by the spray of the sea’s breeze
• Riverland – a generous landscape, warmed by sunshine and nurtured by the river, produces grapes for Australia’s most popular wines.
The project has culminated in the development of a comprehensive web-based branding resource library. Contained on the site are finished brochures, posters, presentations and banners available for immediate downloading and printing from anywhere in the world. Easy to use templates are also available to allow promoters to create individualised PowerPoint presentations, banners, brochures and tasting notes using the photos, words, colours and style elements.