The Wine Marketing Association of Ontario has awarded Toronto-based creative agency Courage with its agency of record assignment following a competitive pitch process.
The association represents more than 190 wineries in the province and is aiming to build a local culture that drives Ontario wine drinkers to take pride in and more consciously choose local bottles. This process will involve a refresh of brand identity and messaging for both the VQA Wines of Ontario and Wine Country Ontario brands.
“It’s truly an exciting time for Ontario’s wine industry, with planned growth that is driving us to reach new heights,” explains Sylvia Augaitis, executive director for the Wine Marketing Association of Ontario.
“Global recognition for our world class VQA wines and Ontario’s wine country is expanding rapidly,” she adds. “It’s the perfect time to evolve our messaging in order to deepen the connection with our local wine fans and inspire Ontario’s own wine culture.”
Ontario wines have been garnering international attention and awards in recent years, including a Best in Show prize from the Decanter World Wine Awards for Flat Rock Cellars in 2022. The goal of the planned brand refresh is to help local wine drinkers better understand, celebrate and appreciate the quality of wines grown in Ontario.
“It’s not every day you have the opportunity to take not only a brand, but a culture, and create a new, unique identity that will truly resonate with Ontarians,” explains Saloni Wadehra, group account director at Courage.
“We’re excited to highlight the amazing wines grown right here in our own backyard and to encourage Ontarians to look closer to home for their wines of choice,” adds Niki Sahni, Courage president and partner.
