After a year of planning, the Wine Council of Ontario, a non-profit trade association, has unveiled the overhauled version of its consumer-facing brand previously known as Wines of Ontario with the help of Toronto-based media agency Up Inc.

The new brand, Wine Country Ontario, is being promoted to a younger demographic (25-50) through a campaign handled by New York-based Commotion Inc. which includes a Facebook page, Twitter feed and regular blogging on its newly designed website, Hillary Dawson, president, Wine Council of Ontario tells MiC.

The new brand will also be exhibited this fall, when wine-tourism is at its peak and the Wine Council of Ontario launches their annual fall ad campaign featuring the brand new look.

Dawson says out of home is the best approach because of its ability to hit many ages at once. The fall campaign will focus on billboards and bus shelters, bought by PHD, in addition to the organization’s annual wine-tasting events, often held in partnership with the LCBO.

Wine Country Ontario is the united front of the Ontario wine industry, aiding its many independent members through marketing and close ties with the federal and provincial government, says Dawson.
   
“We found that [the old brand] wasn’t representing Ontario wines to the consumers like we wanted it to be,” she says. “So we got some feedback from consumers and people within the industry and turned it into something that would better represent it.”