Toronto transit shelter invites consumers to Drink It All In

 

Innovative outdoor ad draws Ontarians closer to Wine Country Ontario

NIAGARA, ON, June 19, 2012 /CNW/ - Wine Country Ontario has placed an actual glass of wine in a transit shelter in downtown Toronto to make a dramatic point about just how close Wine Country Ontario is to Torontonians.

The installation board, places the glass on a table behind plexiglass, with a headline that reads: "So close you can taste it". This exciting element is part of an integrated communications campaign, "Drink It All In" that launched Monday, June 11th, 2012 with outdoor, print, an experiential tasting program and is also supported by promotional and social media activity across the province.

"We are thrilled about how this campaign provides a strong call-to-action providing consumers with an invitation to come and visit Wine Country Ontario. The visuals show the sheer beauty of our vineyards while communicating the variety of things you can do in wine country," says Ed Madronich, proprietor of Flat Rock Cellars and Chair of the Wine Council of Ontario "for Wine Country Ontario".

"Great tasting wine is at the heart of everything we do and this key message is integrated in an innovative label concept that is reflected throughout the creative design," says Madronich.

Ontarians can see these exciting new ads in the June and July issues of Food and Drink magazine or look for them on Signature Columns in downtown Toronto locations and at bus shelters and billboards in Toronto, Ottawa and London.

Consumers are also being encouraged to go on a scavenger hunt to find the stunt board. Twitter followers of @winecountryont are being asked to submit photos of the board via Twitter and use the hashtag #socloseyoucantasteit. Photos submissions are being accepted from June 19th, 2012 until July 6th, 2012 with a chance to win a Wine Country Ontario getaway. Please Tweet @winecountryont for more information.

For full details on The Wine Country Ontario "Drink It All In" campaign and our creative partner Agency 59 please download (Backgrounder PDF).

For full details on Wine Country Ontario visit our www.winecountryontario.ca/media-centre.

Image with caption: ""Drink It All In" Billboard #1 - Cycling through Wine Country Ontario (CNW Group/Wine Country Ontario)". Image available at: http://photos.newswire.ca/images/download/20120619_C2332_PHOTO_EN_15285.jpg

Image with caption: ""Drink It All In" Billboard #2 - Relaxing and Shopping in Wine Country Ontario (CNW Group/Wine Country Ontario)". Image available at: http://photos.newswire.ca/images/download/20120619_C2332_PHOTO_EN_15286.jpg

Image with caption: ""Drink It All In" Billboard #3 - Enjoy Wine & Culinary experiences in Wine Country Ontario (CNW Group/Wine Country Ontario)". Image available at: http://photos.newswire.ca/images/download/20120619_C2332_PHOTO_EN_15287.jpg

Image with caption: ""Drink It All In" Stuntboard - Wine Country Ontario has placed an actual glass of wine in a transit shelter in downtown Toronto. (CNW Group/Wine Country Ontario)". Image available at: http://photos.newswire.ca/images/download/20120619_C2332_PHOTO_EN_15288.jpg

PDF available at: http://stream1.newswire.ca/media/2012/06/19/20120619_C2332_DOC_EN_15290.pdf

SOURCE Wine Country Ontario

For further information:

Media contact:
Magdalena Kaiser-Smit
Director of Public Relations - Marketing & Tourism
Wine Council of Ontario for "Wine Country Ontario"
www.winecountryontario.ca
Twitter @winecountryont
905-562-8070 ext. 228
Cell: 905-246-1922
Magdalena@winesofontario.org

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