Branding and Marketing a California Wine RegionSanta Barbara Vintner's Association
Frequently overshadowed by its more renowned neighbors up north, namely Sonoma County and Napa Valley, The Santa Barbara County Vintners’ Association (SBCVA) needed to find an identifiable brand for the region that would resonate with both wine connoisseurs and regional tourists. They asked the agency to unify the Association’s 62 vintners and wineries into a cohesive branding effort that included all collateral material, messaging and positioning that emphasized the region’s attributes. Additionally, targeted food, wine, lifestyle and tourism media were invited on familiarization trips and to SBCVA festivals and tasting events to explore the region’s offerings. The Santa Barbara wine region was put on the media radar map and noted by Decanter Magazine, Wine Spectator and Gourmet Magazine as well as national news and travel outlets.